home loan disorder

Download HOME LOAN DISORDER

Post on 03-Sep-2014

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  • HSBC MyHome CAMPAIGN
  • BACKGROUNDHSBC wanted to launch a home loan that enabled customersto control their Equated Monthly Installments (EMI).It needed a campaign that would bring out this feature whilstdifferentiating it vis--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 ndto o is s ta nd a rd a c ro s s ba nks inc lud ing HSBC. )
  • THE CAMPAIGNWe created a hoax organization called Society Against Home LoanDisorder. The stated aim of the organisation was to enable youngIndian homeowners to live life without any change, even after a homeloan. Disguised as a public service body it spewed outrage against anew disease that had struck young homeowners. The cause of thedisease? Fixed EMIs.The elaborate marketing ploy played itself out in real time for over amonth across various media. Through protest marches and rallies infront of large banks, print ads, billboards, posters, text messages, busshelters, kiosks, radio and the internet. Consumers were directed to awebsite, where they were given details of this new disorder, invited toshare their stories, send e-cards to ailing friends, and sign a petition tohelp fight this debilitating illness. The so-called society created andreceived huge media coverage.
  • NEWSPAPER ADS
  • NEWSPAPER ADS
  • NEWSPAPER ADS
  • NEWSPAPER ADS
  • NEWSPAPER ADS
  • NEWSPAPER ADS
  • NEWSPAPER ADS
  • OUTDOOR
  • OUTDOOR
  • OUTDOOR
  • OUTDOOR
  • OUTDOOR
  • OUTDOOR
  • OUTDOOR
  • OUTDOOR
  • BUSSHELTERS
  • BUSSHELTERS
  • BUSSHELTERS
  • POSTERS
  • POSTERS
  • POSTERS
  • POSTERS
  • POSTERS
  • POSTERS
  • POSTERS
  • WEBSITE
  • WEBSITE
  • WEBSITE
  • WEBSITE
  • WEBSITE
  • RADIO
  • RADIO
  • SPOOF
  • PRESS
  • DID IT WORK?
  • DID IT WORK?In just the first week 134970 people logged to the site.11090 users submitted their email ID helping expand HSBCsdatabase.1133 users submitted their home loan experiences.1230 users send ecards.12500 responded to SMS 3636 short code
  • LAUNCH OF MyHOMEThe Society invites a press conference and announces MyHome,a new flexible home loan from HSBC which lets people decidetheir EMI.