HSBC launches data-driven interactive campaign to promote credit cards

HSBC Singapore has partnered with JWT Singapore to launch a data-driven interactive campaign titled "Choose What You Love", to help consumers choose a credit card suited to their lifestyle and personality. HSBC aimed to present an engaging way for users to find out more about its offerings and help its credit cards stand out within the market."Choose What You Love" was created in collaboration with singer-songwriter Dru Chen, who wrote and co-produced a unique song for the campaign with Leonard Soosay, one of Singapore's leading music producers. It will be promoted throughout 2017 through multi-channels across Singapore.The campaign site generates a unique music video for each consumer through five lifestyle questions. Additional data such as weather, date, time and information available on consumers' Facebook profiles are also used to personalise the music video. With over 16,000 video permutations, content generated by the site is transformed into a more intimate, informative and shareable experience for each consumer.“There are dozens of credit cards in the Singapore market and making sense of the choices is often confusing and not very interesting. We know the younger consumers are looking for entertainment that’s relevant so we combined music and technology to create a personalized, data driven music video to drive the message of a unique credit card,” Gaurav Lalwani, general manager at JWT Singapore, said.