HSBC used the metaphor of a red door to deliver a campaign that truly packs a punch! Let’s dive in.
Their latest Homecoming campaign is rooted in a feeling of ‘homestalgia’, i.e., a feeling of knowing that even if you are away from home, home is always with you.
Building on this feeling, HSBC used their red door to embody a gateway for global Indians to stay connected with their roots back home.
The campaign strikes a chord with the NRI community, by truly understanding their needs, and then offering them a solution catered to those needs.
Here’s a look at the brand film.
Throughout the film, as each character living abroad interacts with the red door, the audience is left feeling the bittersweet emotion around spending quality moments with their family.
This is the perfect vessel to weave in the brand’s tailor-made features to help the NRI community stay connected with their families back home.
Beyond the film, HSBC pulled off various creative activations as part of their Homecoming campaign.
For instance, the brand installed life-sized red doors at their branches!
But here’s the kicker: They filled them up with childhood goodies to bring alive that sense of nostalgia amongst the visiting NRIs.
What’s a perfect location to meet their target audience? Airports!
So the brand took over airports with eye-catching displays to reach international travellers. Here’s one at the Delhi International Airport.
From on-ground activations at PVR theatres to personalised communications targeted to potential customers, the brand adopted a 360 degree approach to deliver their proposition.
A creative concept rooted in insight.
An approach that balanced info and emotion.
And tight, well-thought out execution.
The brand got it all on point to cement its position as a trustworthy financial gateway for the NRI community, offering seamless banking, wealth management, and exclusive offers tailored for them.
