HSBC RBMW Deposits

 

Project Overview

HSBC Online Acquisition Deposits project was the first HSBC programmatic initiative in North America in 2017. The Retail Banking and Wealth Management (RBMW) programme serves millions of customers worldwide through HSBC branch network, call centres, digital and mobile banking. The objective of the project was to launch programmatic multi-channel solution of personalised content with 3 Insight-led and Offer-led parameters: Choice, Advance, Premier and data signals, such as: personal interests, location and time. The project in the US was followed by a programme of HSBC initiative in other countries such as: China, UAE and Mexico which I took a direct responsibility for.

 


Challenges
  • To differentiate brand in the crowded category
  • Leverage the performance story that is rooted in data and insights
  • Resonate across segments and reach individual targets in the right place at the right time

 

 

Solution

Utilize existing and captured data and optimise performance
Bespoke dynamic platform
Multiple workstreams at the same time


Right Ad @ Right Place / Time


 

Team

I led the first programmatic (data-driven) initiative in North America for HSBC.
As the main point of contact, I was responsible for all digital production, delivery process, Agile framework and workflow of all delivery phases from discovery/initiation to ongoing optimisation process. Stakeholder management including the creative and media agency and the client were my daily routine.

Internally I managed a small cross-functional team consisting of UX designer, digital designer, front-end developer and QA tester to deliver a first successful programmatic project followed by a programme of programmatic HSBC projects in other regions: Dubai, Hong Kong, Mexico and US.

 

Key Statistics
  • 6 creative executions
  • 250+ programmatic templates with optimisation for 1080 units
  • Technology: HTML5 (JS + CSS) dynamic production