2. BACKGROUND
HSBC wanted to launch a home loan that enabled customers
to control their Equated Monthly Installments (EMI).
It needed a campaign that would bring out this feature whilst
differentiating it vis-à-vis other home loans.
(I I ia , ba nks o ffe r ho m o g e no us ho m e lo a ns . The ra te o f inte re s t
n nd
to o is s ta nd a rd a c ro s s ba nks – inc lud ing HSBC. )
3. THE CAMPAIGN
We created a hoax organization called Society Against Home Loan
Disorder. The stated aim of the organisation was to enable young
Indian homeowners to live life without any change, even after a home
loan. Disguised as a public service body it spewed outrage against a
new disease that had struck young homeowners. The cause of the
disease? Fixed EMIs.
The elaborate marketing ploy played itself out in real time for over a
month across various media. Through protest marches and rallies in
front of large banks, print ads, billboards, posters, text messages, bus
shelters, kiosks, radio and the internet. Consumers were directed to a
website, where they were given details of this new disorder, invited to
share their stories, send e-cards to ailing friends, and sign a petition to
help fight this debilitating illness. The so-called society created and
received huge media coverage.
53. DID IT WORK?
In just the first week 134970 people logged to the site.
11090 users submitted their email ID – helping expand HSBC’s
database.
1133 users submitted their home loan experiences.
1230 users send ecards.
12500 responded to SMS 3636 short code
54. LAUNCH OF MyHOME
The Society invites a press conference and announces MyHome,
a new flexible home loan from HSBC which lets people decide
their EMI.
