Job:

HSBC direct mail campaigns x2.

Brief:
(1) Persuade existing fixed rate customers to apply for their next mortgage.
(2) Encourage businesses to switch to HSBC.

Response:

 (1) ‘What if?’

The aim of this direct mail piece was to provoke thought in the minds of existing HSBC customers. To do this, I led with a simple question: what if?

(2) ‘I think / We think’

Using a direct mail piece and accompanying letter, HSBC wanted to reach out to businesses and encourage them to switch banks. In order to show that HSBC understands their needs, I created headlines that directly compare a typical business’s thoughts to the like-minded opinions of the bank.