The expertise of HSBC Expat’s team in Jersey received national recognition twice last week for its online and digital expertise.
HSBC Expat’s ‘Hints and Tips’ campaign was the winner of the ‘Marketing Excellence’ award in the Financial Services category of the Chartered Institute of Marketing (CIM) Marketing Excellence Awards 2013, held at the Grosvenor House Hotel in London on 12th February. The Bank then also won the main award of the evening, the Chairman’s Grand Prix Award, selected by the Chairman of the CIM from the winners across all categories.
Developed by HSBC’s Jersey-based online marketing team, the ‘Expat Hints and Tips’ interactive tool is specifically designed for international expatriates. It allows existing and potential customers to share their views and offer their hint or tip about a range of issues in different countries and expat communities around the world, helping them plan and make the most of their time in a new country. It covers all aspects of life abroad, from arranging accommodation and paperwork to making friends and seeing the local sights. In its first three months, over 1,000 tips on over 60 countries were submitted, reaching users in 174 countries.
Judged by a panel of senior marketing practitioners, including CIM course directors and senior examiners, HSBC Expat fought off some strong competition from a number of high profile brands including, for the Chairman’s Grand Prix Award, Jaguar, Thomas Cook, PwC and Visit England. In winning the Chairman’s Grand Prix Award, the chairman of the judging panel said:
“The HSBC campaign stood out for the way it embraced social and digital media and put the customer and the very real needs they have when moving to another country at its heart. They dared to step outside of the sectoral norm, engaging their customers in compelling and meaningful ways and creating significant business success as a result.”
Now in their fifth year, the CIM Marketing Excellence Awards recognise the creativity and originality delivered by marketers right across the UK, and celebrate the results generated by successful marketing campaigns carried out by teams and individuals.
The award win gives HSBC Expat a strong start to 2014 and builds on an award-winning year last year, with the Expat Hints and Tips tool being widely recognised with seven award wins, including winning the ‘International Marketing Award’ at the Jersey CIM dinner, and an additional eight finalist or runner-up commendations.
Richard Fray, Digital Marketing Manager, HSBC Expat in Jersey, said:
“In developing the Hints and Tips microsite, our aim was to engage with people earlier in the process of moving abroad and establish HSBC Expat as a trusted source of information for the international expat community. Winning both of these awards is absolutely fantastic, particularly the overall Chairman’s Grand Prix Award. Our team is relatively small at thirteen but these awards reflect just how cutting edge we are here in Jersey. It’s an area that offers good career progression and where we are currently focusing on recruitment too.”
Dean Blackburn, Head of HSBC Expat, added:
“The team in Jersey, together with our extended network of colleagues and partners, worked exceptionally hard to bring this service to life. Being recognised on the national stage reflects the considerable expertise there is in Jersey and demonstrates HSBC’s position as a leading global brand. With today’s expatriates relying heavily on online services, this award will give them even more confidence in our ability to support them as they live and work abroad.”
Category: Editor's Choice