HSBC celebrates Aussie individualism in latest campaign via J. Walter Thompson, Sydney

HSBC aims to help Australians realise their ambitions to buy a home that reflects their unique way of life, in a new campaign launched this week via J. Walter Thompson, Sydney.

The campaign – which celebrates Aussie individualism – comprises TV, online video and other integrated executions and showcases how Australian homes are the ultimate expression of our lifestyles, diverse ideas, tastes and cultures.

J. Walter Thompson developed the strategic approach based on this insight, and the recognition by HSBC that the most interesting thing about the bank’s customer base were their differences – not only what they have in common.

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Says Simon Langley, ECD, J. Walter Thompson: “Aussies are passionate about real estate and proudly put their stamp on their home. Our new Home Loans campaign for HSBC taps into the new and wonderfully unique personalities of Australians and how HSBC’s great rate can help their vision become a reality.”

Says Alice Del Vecchio, head of mortgages and third party distribution, HSBC Australia: “At HSBC our focus is on offering our customers great products, great rates and fantastic service. Our customer base truly reflects the great diversity that exists in Australia, and we’re delighted to bring the brand to even more Aussies through this new integrated campaign.”

The TVC and OLV are part of a broader integrated campaign that also goes live this week, including Digital, OOH, In-branch and TV.

Agency: J. Walter Thompson, Sydney

Executive Creative Director: Simon Langley

Creatives: Kat Thomas & Nick Doring

Sound Studio: Rumble