The brief: 'The No Fixed Address Service'
HSBC UK is on a mission to build a fairer world for the most vulnerable members of society. As part of this, in late 2019, it launched a new service in partnership with Shelter and other homelessness charities to help those without a fixed home address open a bank account.
The brief
The results
What we did
The insight
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Nescafe Azera – Stay Curious
As Covid-19 intensified the homeless crisis in 2020, people recognised that it was more important than ever to connect with our communities and help the vulnerable among us. Championing social causes is core to Time Out's DNA; we've covered issues such as homelessness in our own authoritative, yet approachable voice for over 50 years. We knew that together, Time Out and HSBC UK could shine a light on the issue of financial exclusion and show readers how they could help.
The insight
1,194,569 video views
3.3% average Facebook CTR across 9 digital feature pages
125% delivery on page views
1,756 Facebook shares
265% delivery
Increasing social reach and demonstrating high engagement with the content
Versus Facebook's global benchmark of 0.9%
From 108,412 unique users
The results
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We produced a multi-platform content series dedicated to providing readers in London, Birmingham and Manchester with inspiration and practical tips to help with the homelessness crisis, while shining a light on those who are leading the way.
What we did
Campaign included:
Video interviews with three kind-hearted individuals who have come up with creative ways to combat the homelessness crisis
Regionally focussed content pieces to provide city-specific insights on ways to help combat the homelessness crisis.
DPS advertorials in the magazine and digital feature pages online debunking myths about homelessness, sharing Christmas gifts that help support people experiencing homeless and introducing trailblazers, including a member of the HSBC team, who are doing great things in this space.
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SEAT
National print campaign promoting SEAT's 'Why Not Now?' campaign
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Paypal
Encouraging readers to #KeepTheChange post lockdown
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HSBC
UK-wide cross-platform content dedicated to helping tackle homelessness at Christmas
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O2 Priority
Brand integration with Time Out's winter cocktail festival
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Google
Celebrating London's Black-owned businesses
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Airbnb
Unearthing hidden staycation treasures across the UK
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London Eye
Eye-Opening events within capsules to help reposition the London Eye
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Baileys
Mouth-watering influencer led recipe videos, perfect for lockdown treating
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Deliveroo
London's greatest food vendors went head to head, with readers deciding the winners
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Nescafe Azera
Out-of-the-ordinary events designed to reward curiosity
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Transport for London
Inspiring readers to switch up their transport habits
Explore Case Study
Popchips
Street food collaborations in London, Birmingham, Manchester and Leeds
See more
Explore Case Study
SEAT
National print campaign promoting SEAT's 'Why Not Now?' campaign
Explore Case Study
Paypal
Encouraging readers to #KeepTheChange post lockdown
Explore Case Study
HSBC
Promoting Fentimans' summer spritz garden with delicious recipe videos
Explore Case Study
O2 Priority
Brand intergration with Time Outs winter cocktail festival
Explore Case Study
Google
Celebrating London's Black-owned businesses
Explore Case Study
Airbnb
Unearthing hidden staycation treasures across the UK
Explore Case Study
London Eye
Eye-Opening events within capsules to help reposition the London Eye
Explore Case Study
Baileys
Get excited about Veganuary with Ben & Jerry's vegan range and a collab with Crosstown Doughnuts
Explore Case Study
Deliveroo
London's greatest food vendors went head to head, with readers deciding the winners
Explore Case Study
Nescafe Azera
Out-of-the-ordinary events designed to reward curiosity
Explore Case Study
Transport for London
Inspiring readers to switch up their transport habits
Explore Case Study
Popchips
Exclusive street food collaborations in London, Birmingham and Leeds
Explore Case Study
Bombay Sapphire
Sundowners with a difference: driving awareness & trial of the new serve
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Singapore Tourist Board
Helping readers rediscover Singapore for post lockdown getaways
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Ben & Jerry's
A January extraVEGANza with Crosstown doughnuts, driving trial and awareness B&J’s dairy free range
Explore Case Study
Greater Anglia
Looking east for staycation inspiration
Explore Case Study
Bombay Sapphire
Sundowners with a difference: driving awareness & trial of the new serve
Explore Case Study
Singapore Tourist Board
Helping readers rediscover Singapore for post lockdown getaways
Explore Case Study
Ben & Jerry's
A January extraVEGANza with Crosstown doughnuts, driving trial and awareness B&J’s dairy free range
Explore Case Study
Greater Anglia
Looking east for staycation inspiration