Receipt Advertising

Druckversion

HSBC are not the only bank to advertise on the back of cash machine receipts, but they are probably the only one to put origami instructions on the back of them! The range of different shapes represents the various personal banking solutions that HSBC offers to its customers – so a house promotes HSBC’s home loans; a pig their savings accounts; a handbag/purse their credit cards; and a mouse their internet banking services.
 
The campaign has been carried out for HSBC Australia by JWT Sydney to raise awareness of their key retail offerings, taking advantage of the under-utilised space on the reverseof ATM receipts to communicate the breadth of their personal banking solutions to anyone who uses an HSBC ATM. The crowded and competitive retail financial services market in Australia makes it highly challenging for banks to communicate their range of personal banking products to consumers.
 
As JWT’s Client Services Director, Penny Sarfati, pointed out, “For privacy reasons, ATM receipts are issued with the back facing up, and we saw an opportunity to take advantage of this. Our challenge was to get consumers to notice the instructions and then interact with them. JWT achieved this by designing an impactful origami creative that combines HSBC’s signature bright red colour with the intrigue of the origami instructions.”

HSBC Bank Australia’s Head of Marketing, Darren Friedlander, commented, "HSBC and JWT are always looking for innovative and creative ways to communicate the HSBC brand. The campaign reflects the Asian heritage of HSBC’s brand by using the ancient Japanese art of paper folding to connect with consumers. Allowing ATMusers to create origami objects from their receipt brings our products to life and is a great example of the brand interacting with consumers in a fun and original way.”