The Web Marketing Association is proud to present this 2014 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Bank Online Video
This video is part of a series created for HSBC�s �In the Future� campaign.
HSBC, known for its ads on jet bridges around the world, was looking to leverage its airport presence and reinforce its position as the leading international bank in Canada and globally. The campaign sought to build off the brand awareness in the airport environment and make HSBC the bank that owns the conversation around the forces that will shape commerce and the world in the future. It accomplished this by layering in digital branded content and a social media presence to enhance the experience and generate buzz amongst the target audience.
The Mark Studios� mandate was to produce engaging, supporting content to a live bamboo art installation at Toronto Pearson Airport. It created a 4-minute mini-documentary that profiled a "green" bamboo village in Bali, Indonesia and a research lab working on a bamboo composite in Singapore.
The aim was to build greater brand engagement by framing HSBC as the thought leader on the future of cities - especially in emerging markets � and to drive qualified leads to HSBC.ca. This was accomplished by playing a 30-second trailer of the mini-documentary at key TV screens around the airport.
The target audience focused on �Ambitioneers� � highly educated individuals who consider themselves global citizens and travel is part of their work and leisure routines. They are united by their attitude, confidence, intellect and leadership.
To date, this video has been seen by 4.2 million people travelling through Toronto Pearson Airport.
Contributors:
| Producer: | Jeff Anders |
| Creative Director: | Mark Ulster |
| Director of Photography: | Sean Liliani |
| Account Director: | Meaghan Kappel |
| Video Editor: | Chris Stewart |
| Production Coordinator: | Megen Andersen |
| Camera Operator: | Wes Legge |
THE MARK
Location: Canada