HSBC sought to grow its Student Bank Account sign-ups among students and apprentices entering higher education. Research showed many young people worry about money and hold back on experiences, so HSBC wanted a campaign that would inspire them to seize new opportunities “without financial fears… We wanted them to look back and have no regrets”. Our approach was to deliver this message through music, something the target audience loves.
#ZeroRegrets
Lady Leshurr wrote and performed an exclusive grime track for the campaign, inspired by real stories from students about “having the confidence to go out and grab life”. SixtyFour facilitated the talent collaboration, oversaw composition and production of the song as well obtaining all required music rights on behalf of HSBC.
The music video content garnered over 53 million impressions on Facebook (reaching about 9 million targeted young users), plus another 23.4 million impressions on Snapchat during the campaign
HSBC recorded a 17% year-on-year increase in new student account applications during the campaign period and sign-ups attributed to social media surged by 747% compared to the previous year.
HSBC’s #ZeroRegrets case demonstrates the power of a well-crafted music strategy in marketing. The collaboration with Lady Leshurr and SixtyFour not only boosted reach and engagement, but also helped embed HSBC into youth culture. By choosing not to deliver its message through a conventional ad, HSBC saw improved brand affinity and real business growth, proof that the right music can turn customers into loyal fans.
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