| Título | Windfall |
| Agencia | J. Walter Thompson New York |
| Campaña | Windfall |
| Anunciante | HSBC |
| Marca | HSBC Direct |
| Fecha de primera difusión/publicación | 2006 / 5 |
| Sector Empresarial | Servicios bancarios, inversiones, corredores de bolsa |
| Sinopsis | In 2005 HSBC created a new virtual on-line bank offering high value savings products direct to the consumer. In 2006, our goal is to generate $5 billion in net new deposits from new to bank customers. |
| Filosofía | The pig motif keeps things simple and friendly. On-line advertising, search, and direct mail messaging is segmented by prospective customer types it directs prospects to landing pages also differentiated by messaging. |
| Problema | Consumers have two generic expectations of online products (1) convenience (2) providing a better value than they would be able to obtain off-line. In addition to rate, differentiators are security and easy access to funds at any time. |
| Resultado | By only September 2006, HSBC Direct has exceeded all of the annual business goals: $5.2 Billion new net deposits $102 cost per acquired customer $4.39 cost per $1000 deposited 83% new to bank customers |
| Medio | Anuncios de Internet |
| Más información | www.hsbcdirect.com |