home loan disorder

HSBC MyHome CAMPAIGN

BACKGROUND

HSBC wanted to launch a home loan that enabled customers

to control their Equated Monthly Installments (EMI).

It needed a campaign that would bring out this feature whilst differentiating it vis-à-vis other home loans.

(In India, banks offer homogenous home loans. The rate of interest too is standard across banks – including HSBC.)

THE CAMPAIGN

We created a hoax organization called Society Against Home Loan Disorder. The stated aim of the organisation was to enable young Indian homeowners to live life without any change, even after a home loan. Disguised as a public service body it spewed outrage against a new disease that had struck young homeowners. The cause of the disease? Fixed EMIs.

The elaborate marketing ploy played itself out in real time for over a month across various media. Through protest marches and rallies in front of large banks, print ads, billboards, posters, text messages, bus shelters, kiosks, radio and the internet. Consumers were directed to a website, where they were given details of this new disorder, invited to share their stories, send e-cards to ailing friends, and sign a petition to help fight this debilitating illness. The so-called society created and received huge media coverage.

NEWSPAPER ADS

NEWSPAPER ADS

NEWSPAPER ADS

NEWSPAPER ADS

NEWSPAPER ADS

NEWSPAPER ADS

NEWSPAPER ADS

OUTDOOR

OUTDOOR

OUTDOOR

OUTDOOR

OUTDOOR

OUTDOOR

OUTDOOR

OUTDOOR

BUS SHELTERS

BUS SHELTERS

BUS SHELTERS

POSTERS

POSTERS

POSTERS

POSTERS

POSTERS

POSTERS

POSTERS

WEBSITE

WEBSITE

WEBSITE

WEBSITE

WEBSITE

RADIO

RADIO

SPOOF

PRESS

DID IT WORK?

DID IT WORK?

In just the first week 134970 people logged to the site.

11090 users submitted their email ID – helping expand HSBC’s database.

1133 users submitted their home loan experiences.

1230 users send ecards.

12500 responded to SMS 3636 short code

LAUNCH OF MyHOME

The Society invites a press conference and announces MyHome, a new flexible home loan from HSBC which lets people decide their EMI.