MUSE Gold

2025

HOW CHANGING ONE WORD LED TO A 400% INCREASE IN NEW ACCOUNTS

Entrant Company

the dylan agency

Category

Integrated Marketing - Integrated Marketing Campaign

Client's Name

HSBC Bank Australia Ltd

Country / Region

Australia

HSBC had launched the Everyday Global Account – a fee-free, an-in-one, 10 currency holding account in 2018. In 2023, research came out demonstrating that an Australian traveller could spend up to $385 more in fees and charges depending on which bank they chose when they went on holiday abroad.

Based on this, we changed our entire focus from building the account at home to take on travel cards. By adding the one word: travel, we re-focussed the creative and media.

We focussed on the key moments building up to a holiday and built a media strategy round that encircles our prospects. From socials to thinking about booking, to digital when booking to Uber on the way to the airport to airport domination.

Did it work? Every metric was up, with a stand-out being an increase of new accounts on owned channels by 400%.

Credits

The Dylan Agency
Kathryn Lasker
The Dylan Agency
Nat Dennings
The Dylan Agency
Tim Zavadsky
The Dylan Agency
Dylan Taylor
HSBC Bank
Tanya Smith
HSBC Bank
Mel Ison
HSBC Bank
Sophie Burbidge
HSBC Bank
Megan Durnford
HSBC Bank
Shanice Da Costa
Hearts & Science
Blake Power
Hearts & Science
Anthony Mack
Hearts & Science
Tom Makowiak
Hearts & Science
Joseph Austin
Hearts & Science
Skye Farrajota
HSBC Bank
Alexis Agathos
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