Challenge

Bank customers are increasingly worried about security. To set itself apart from the competition and allay customer fears, HSBC is offering all its customers a Secure Key. This is a portable device that ensures only they can access their online accounts.

Insight

We were already running a press, outdoor and online security campaign. But some people might have missed our advertising, and many also act on impulse. The best way to convince those still unconvinced was to capture their attention as they walked past an HSBC branch.

Solution

Put Microsoft Xbox Kinect technology inside digital outdoor display units housed in HSBC branch windows across the UK.

When a person walks close by, the Kinect camera locks onto their position and superimposes one of three protective outfits on top of the person's body as if they were actually wearing it. The outfits are: a suit of armour, from England 1574; a diving suit from Italy 1785; and a space suit from Russia 1987.

This is an arresting way of capturing attention and getting across our point. It also works at a crucial buying moment, when shoppers can easily pop into the branch and find out more.