SixtyFour Music | Talent Partnerships
HSBC had ambitious targets of bringing new customers to their banking services and in 2017 became a category first when they offered their Student Account to both university students and higher level apprentices alike. We were tasked with raising awareness of this differentiator and asked to help attract new young people to sign up with HSBC's Student Account.
We were engaged to produce a music-focused cross-channel campaign, aiming to encourage young people in the UK about to start higher education or training to have the confidence to take on every opportunity available to them, so they can reach their full potential and have no regrets later on in life.
To bring this idea to life, we teamed up with award winning grime artist Lady Leshurr and created an original song for HSBC. We then set about inviting fans of Lady Leshurr to suggest ideas for the accompanying music video through her social media channels and then shot the video, with Lady Leshurr and real students and apprentices experiencing their #ZEROREGRETS moments by pursuing their passions and the moments that would help shape their future.
On Facebook 1.6 million people engaged with the campaign, generating over 53 million impressions, reaching a targeted audience of 9 million.
The video content was viewed over 1.5 million times on Snapchat, generating 23.4 million impressions and we saw a high average watch times of 27 seconds once people swiped up to the full length video.
The cross-campaign exceeded expectations when it came to business objectives by driving a significant number of Student Account applications with a 17% YOY in total Student applications from 01 July – 20 September.