Malaysian Media Awards Winners Showcase

2017 | |

Helping Malaysian Parents Unlock their Child’s Future

Advertiser: HSBC
Brand: HSBC Premier Education
Creative Agency: -
Credits: -

The Challenge
Education has the power to transform lives and Malaysian parents are extremely focused on getting the best options in higher education for their children. HSBC Premier has a relevant product which allows parents to take care of their child’s foreign education needs via cross-border banking and fund management. The challenge is in reaching out to the right target audience in a cost effective manner and creating relevance and impact for the brand.

Insight, Strategy and the Idea
Malaysians have rated the UK as the top country in terms of quality of education, and parents in their quest for the best, consider all financial options including loans as well as drawing on their savings to make this possible. The child’s future becomes the epicenter of their attention and creates a role for HSBC Premier to become an enabler for parents and their child as they embark on this milestone. We forged a partnership with the British Council, a trusted and reliable brand in the UK higher education space and and built Malaysia’s first ever native onground activation and partnership.

Media Execution
Our onground partnership with the British Council extended across 2 key locations of KualaLumpur and Penang. HSBC Premier became a seamless part of these pre-departure meetings which were arranged for parents of UK bound students via a customized presentation and information session. Product benefits and other relevant details were shared by the HSBC representatives.

Results and Effectiveness
Being present as a financial guide along with a trusted education partner brand, HSBC Premier has over-achieved on key business KPIs by 161% on webpage visits, 218% increase in business response via leads and new acquisitions of Premier customers by 180% respectively. The high ROI despite low investments has helped the HSBC brand to play a part in providing ease of mind to parents and helping them fulfill their child’s dream.