HOW CHANGING ONE WORD LED TO A 400% INCREASE IN NEW ACCOUNTS

HSBC had launched the Everyday Global Account – a fee-free, an-in-one, 10 currency holding account in 2018. In 2023, research came out demonstrating that an Australian traveller could spend up to $385 more in fees and charges depending on which bank they chose when they went on holiday abroad.



Based on this, we changed our entire focus from building the account at home to take on travel cards. By adding the one word: travel, we refocussed the creative and media.



We focussed on the key moments building up to a holiday and built a media strategy round that encircle our prospects. From socials to thinking about booking, to digital when booking to uber on the way to the airport to airport domination.



Did it work? Every metric was up, with a stand-out being an increase of new accounts on owned channels by 400%.