Cannes Lions

HSBC PREMIER

JWT BRAZIL, Sao Paulo / HSBC / 2011

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Overview

Entries

Credits

Overview

Description

The commercial starts in the 80’s, with a man playing the piano to make his son falls asleep. Time goes by. The boy grows up and becomes a father.

One day, his baby has trouble sleeping and the guy calls his pianist dad. The old man starts to play the same song on the piano.

Execution

Users were invited to access the website desafiohsbcpremier.com to win a car. On this website, they met a family that was spread around the world and had a skill in common: an incredible talent with scissors. In the website's videos, besides getting to know the family, users found the first clues about the location of each one of them. Clues led to other sites and social networks, increasing the difficulty of the game at every stage. The first one to find all the family won the prize.

Outcome

The promotion got incredible results for all parts: for consumers, agency and customer. The game involved participants from several Latin American countries, spreading quickly through several blogs, social networks and news sites. The hotsite got over 6 million pageviews, 500 thousand unique hits and 30 thousand registered users. The audience spent an average of 15 minutes on the site. A record number of a promotion held by HSBC Premier in Latin America.

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