Solution

The Times was used as a credible vehicle to reinforce HSBC's commitment to the ‘Near Retired’ market.  A 12-page edition, specifically created for this purpose, was written by professional journalists as if the year was 2027.  Content gave an insight into potential future financial and social issues that resonate with the target market and planted a seed of thought about their own individual finances and futures.

Within the newspaper were HSBC ads promoting their financial counsellors for the ‘Near Retired’ market place.  Ads had a clear call-to-action to make an appointment at their local branch.
 
Also, within the paper was a full page advertorial which was an opportunity for HSBC to relate some of the issues discussed in the paper directly to HSBC solutions, products or case studies.

From a brand perspective, articles and content were tailored to fit the brand values – for example an international perspective along the lines of ‘Global News’ was considered. 

The paper was delivered to HSBC customers, aged 45-65.