F Word

Challenge

HSBC UK, a leading banking institution, faced a challenge in reclaiming its territory as the go-to provider for international banking. With increasing competition and evolving customer expectations, HSBC needed to develop a compelling campaign to position itself as the preferred choice for customers seeking convenient and cost-effective global money management solutions.

Inspiration

Drawing inspiration from brand ambassador Richard Ayoade's past success, we recognised the opportunity to leverage his unique style and humor to engage audiences effectively.

Idea

Showcase Richard Ayoade using the Global Money Account to travel and spend money across various locations, while playfully dropping the 'F' word – fees – associated with international transactions. By highlighting the convenience and cost savings enabled by the Global Money Account, HSBC UK aimed to break down the borders that hindered customers' opportunities. The campaign launched on March 1st through TV, video on demand, cinema, out-of-home (OOH), and radio channels.

As part of HSBC’s commitment to achieving net zero in their operations by 2030, the entire campaign was shot in the UK, repurposing locations and enhancing them with CGI.

Growth

The campaign was awarded Ad of the Week by Campaign Magazine and scored significantly above the Kantar norms for branding, enjoyment and involvement, with ad awareness reaching the highest levels since Kantar brand tracking began in 2019.

It also catapulted HSBC UK from 3rd to 1st place for associations with 'Travel Money’, positioning the bank internationally.