Many major banks offer student accounts with benefits that attract young people specifically.
J.Walter Thompson has given HSBC’s extra appeal.
Its benefits are outlined in an online game called Freshers’ Fortune, that’s reminiscent of Sonic and Mario, but with a bearded and backpack wearing student. The game has launched to coincide with Freshers’ Week in the UK, when hundreds and thousands of school-leavers prepare to fly the nest and become full-time students.
The game is based on the classic side scrolling computer game where the object is to collect coins.
But the coins are replaced by benefits of the HSBC Student account all, of which can be used to overcome unforeseen hurdles (a broken phone, mum’s birthday, no money to go out…). These include an overdraft for the phone, credit card for mum’s present and Amazon Prime vouchers to alleviate the boredom of an enforced night in.
A player’s success in gaining these benefits is measured in degree classifications, from 3rd (worst) to 1st (best). The game is playable on the HSBC Facebook page on both desktop and mobile.
Have a go yourself here:
Russell Ramsey, executive creative director at J. Walter Thompson London, commented, “Freshers’ Week is a frenetic time for students so we needed a way to cut through the noise and engage them while also fitting into that hectic fun-packed schedule.”
Chris Pitt, head of RBWM UK marketing at HSBC, added, “We know that while starting university, and especially Freshers’ Week, can be great fun, there are also a lot of concerns for new students and the HSBC Student account can alleviate many of these. Freshers’ Fortune allows us to do this in a modern engaging way.”
Creative agency: J. Walter Thompson London
Executive creative director: Russell Ramsey
Creatives: Jo Kibria & Devon Wood
Project director: Julian Poole
Project managers: Anna Henderson & Ian Hughes
Account directors: Patrick Netherton & Sophie Christiansen
Planners: Pierre-Henry Briec, Dan Cameron & Eleanor Metcalf
Producer: Nathan VanderByl
Director: Patricio Berrio Lobos
Digital project manager: Javier Sancho
Animation: Arjan Dekker
Programmer: Mark Knol
Lead design: Pablo Cuello
Client management: Chris Pitt, Charis Marr, Rakhee Parmar, Kerry Claassen