All banks offer loans. But in keeping with HSBC's positioning of a global bank that has local understanding, they wanted a direct mail that talked about their loans but came at it from a typical Indonesian insight.

The number one reason why Indonesian consumers apply for personal loans is to renovate, reconstruct or have additional construction on their homes to accommodate the growing needs of a growing household.So we made a simple looking flyer that magically grows more and more as it is unfolded into an expanded dreamhouse.It was mailed and also distributed at all HSBC branches.

The expanding house reminded people that with HSBC personal loans. Home reconstruction could be as easy and hassle-free and that HSBC was a bank that understood them well.Initial phone enquiries almost tripled and actual loan applications saw a significant rise.