When HSBC launched their new online security tool, the Secure Key, they were faced with an unusual challenge: how do you talk about online security, without raising alarm about internet fraud? Our approach was to show that people have always found ingenious ways to protect what’s important to them.

From the Spanish Armada chest with 8 interlocking bolts, to microdot technology used to protect information in World War II, these different forms of ingenious protection provided clear analogies to help people understand what the Secure Key does and how it helps them.

As part of an integrated campaign spanning digital, CRM, press, TV and OOH, we encoded the front covers of national newspapers just hours before they went to press. We also developed an unprecedented use of the Yahoo homepage with a full-page takeover including the masthead itself.

TV:A 30’’ TVC ran a total of 510 times between 1st and 28th August 2011 and across ITV, Channel 4, Five and MCH. This included VOD services.

Press:On the 1st August, 2 cover wraps went live for both City AM and The Daily Telegraph’s Your Money supplement. These were accompanied by press ads in numerous publications from 1st – 28th August.Digital:We developed a host of rich media banners including MPUs, skyscrapers and leaderboards throughout August. We also developed a Yahoo homepage takeover, which went live for one day on 1st August 2011.

In-branch:The campaign also gained momentum with posters and special builds in stores across the UK. In Canary Wharf we created a 6-foot Japanese puzzle box.

Minimising drop-off in Internet banking usageBased on their experience of rolling out the Secure Key in Hong Kong, HSBC was expecting a drop-off in internet banking usage of 40%. As a result of our campaign, the drop-off rate was reduced by almost 25%.

Brand health metricsHSBC set a brand metrics target for 'Bank I can trust' at 26% for this campaign. We overshot our target by over 15%.Click-through rates• At 0.12%, the average click-through rate was 12 times the industry average, with a phenomenal average interaction time of 36.52 seconds.

• For the Watch banner we achieved a staggering interaction rate of 31.37%.• The Yahoo homepage takeover had over 11m impressions and achieved a click-through rate of 0.35% – more than double the average for a Yahoo takeover.New account openingsIn the first few weeks after our integrated campaign was launched, HSBC saw a spike in new current account openings – something they’d never before seen in response to any advertising campaign.