The Challenge
Solving a $385 problem most Australians didn't know they had.
Over 1.5 million Australians choose to holiday abroad every year. Yet exclusive research found that an Australian traveller could spend up to $385 more in fees and charges depending on which bank they chose.
HSBC had launched the Everyday Global Account — a fee-free, all-in-one, 10-currency-holding account — five years earlier. In 2023, armed with this new fact, we reframed how we marketed the account. The task: make Australians feel the cost of their current account before they've even bought the plane ticket.
The Approach
Three pillars, one journey.
Our approach had three key pillars. First, we used travel season in June — when most Aussies are heading overseas — as the moment to launch. We showed aspirational travel shots of where you'd rather be, making the account feel like the natural companion to the adventure.
Second, we broke down the benefits of the account, showing where you could spend and how easy it was to use. No jargon, no fine print — just the truth about fees.
Third, we contextualised the entire travel journey — with executions from planning, to the Uber to the airport, to the airport departure lounge, to landing, and even the return to Sydney. The campaign followed the customer every step of the way.
Executions included a Key Cinema & BVOD Ad, Airport advertising, Airport arrival and departure screens, Social posts and social reels — a fully integrated campaign that met customers wherever they were in their journey.
The Results
Every metric moved.
- Over 3 months, the campaign lifted uptake of the HSBC Everyday Global Account across every key metric
- Full-funnel presence from planning through to return travel created continuous brand relevance throughout the decision journey
- Airport placement at point of maximum relevance — when customers are most aware of the cost of overseas spending
The Work
See the campaign.
