Case History Database

HSBC Australia was keen to strengthen its liabilities portfolio by attracting new term deposits.. Armed with a market-leading rate, a minimum eligibility of A$200K, 16.3% less media spend and the art of ‘guanxi’, we showcased the power of multicultural marketing, when done right. Targeting an Asian audience using a fully integrated, culturally & linguistically relevant communication campaign, we shifted the decision from ‘financial’ to ‘cultural’. In so doing, we achieved a 463% YOY growth in term deposits, eclipsing our campaign target by 290% to produce the most successful TD campaign in HSBC Australia’s history.

	Author		Daniel Assaf		Multicall Connexions
	CEO		Sheba Nandkeolyar		Multicall Connexions
	Account Director		Naomi Hama		Multicall Connexions
	Head of Marketing		Vic Wolff		HSBC Bank Australia
	Senior Marketing		Dajana Badzim		HSBC Bank Australia
	Assistant Campaign Manager		Melissa Ison		HSBC Bank Australia
	Head of Savings & investments		Michael Danby		HSBC Bank Australia