Asia Pacific

HSBC Cross Over Campaign

HSBC needed to sustain their leadership position and solicit incremental new credit cardholders in the fiercely competitive Hong Kong credit card market. Generating market noise to make HSBC's credit card not only demanded a bold campaign, but to trump the war of premiums that other credit card companies provide. Savvy Hong Kong credit card customers are looking for welcome gifts which are practical and with higher perceived value.

The HSBC acquisition campaign offered consumers the chance to obtain higher value welcome gifts by combining the redemption letters with their friends or families, thus encouraging more card applications. Such a campaign helps to reinforce the card positioning of being "a global card with the best value in town".

There was a three-tier selection of welcome gifts to arouse people's interest: the first level, consumers could redeem the tier 1 welcome gift on their own or combine their gift redemption letters with friends and family to jointly redeem for the tier 2 or tier 3 welcome gifts with much higher value premiums.

The results of the campaign included a high response rate during the first week of the launch, successfully reaching the target figure prior to the end of the campaign. 141 Worldwide created TV & print ads, outdoor signage, POS collateral and an online presence.

Nokia

Nokia needed to regain leadership in the critical innovator space within the cellphone industry. They wanted to introduce their 'fashion accessory' line of mobile phones, and appeal to a fashion-conscious target audience with boldness but without bossiness. Creating a fashionable stylish feel to the different personalities of the images and the phones would instill a strong desire to own one. At the same time, retaining the value of marketing dollars with theme-based, rather than product-based marketing required a strong, consistent tone of voice for the category.

Nokia's target was the daring consumer who stands out as a non-conformist, not follow the crowd. Therefore, building a buzz for that 'must have' additional accessory phone needed to be bold, always.

Every media channel and consumer touchpoint had to fascinate this target audience. Each contact point must have fashion credibility. Nokia worked with 141 Worldwide to create a captivating world of red, white and black, surrounding the tagline of 'Distinctly Bold.' The idea symbolizes the notion of colors contrasting and changing against a background to how bold individuals can be in their world. 'Distinctly Bold' refers to the three strong colors used in the ads, the phones themselves and the independent people represented. 'Distinctly' gives an air of sophistication and uniqueness to the new Nokia fashion collection.

In addition to creating this brand experience, 141 Worldwide developed the print ad campaign, television spots, an interactive presence including banner ads, phone packaging & collateral, CD-ROMs, magazine inserts and branded environments at retail.