Campaign Summary

The Entertainer with HSBC banking mobile app leveraged Mall IQ mobile SDK technology to enable real-time engagement and location-based targeting for its real-time marketing campaign.

Strategy

Objective:

HSBC is a global financial institution serving customers in more than 60 countries. The Entertainer is a buy one get one free and discount app offering incentives at the best restaurants, spas, hotels, fitness outlets, and entertainment across Europe, Middle East, and Asia. HSBC and The Entertainer combined their powers to create a unique app called "Entertainer with HSBC" to promote offers to HSBC customers.

However, offering hundreds of valuable deals was not enough to ensure that the offers would be redeemed. It is very hard for an app user to remember the offer, scroll through the app, and then redeem it.

It was at that point when Mall IQ, Inc. and The Entertainer's roads crossed. Mall IQ offers the most scalable location intelligence platform for mobile apps that is store-level accurate indoors and outdoors without any hardware deployments. Mall IQ's technology brings a whole new vision of engaging with customers at the right time and location with the right content.

Mall IQ Mobile SDK was integrated into the Entertainer with HSBC mobile app with the strategic objective of increasing activation, redemption, frequency of use, retention, and sustained Lift (the difference between a user's app behavior post campaign and pre campaign). Achieving these KPIs required a delicate approach: engaging with customers in real-time, at the right place, when they are in a shopping mindset.

Target Audience:

The target audience of the campaigns was Entertainer with HSBC mobile app users. Each user was targeted with different and relevant messages according to their real time purchase intent.

Creative Strategy:

The campaign leveraged a holistic approach in line with HSBC's global branding. Push messages were used to promote the campaign among app users. The messages were customized for each location. The brand delivered 148 message combinations to more than 10,000 app users during the campaign period.

Context:

For the first time, HSBC and The Entertainer leveraged purchase intent based real-time engagement with store level accuracy, without the need for any hardware deployment to boost redemption and credit card usage frequency. The results showed tremendous success compared to previously used conventional methods. Overall HSBC redemptions grew more than 25 percent during campaign period.

Execution

Overall Campaign Execution:

To increase the response rate and attract attention, customized messages with emojis were used in push messages. Call-to-actions (CTA) such as "visit, redeem, why not, and enjoy" were deployed to increase the effectiveness of the campaign.

The percentage of customer communication via Mall IQ technology is 10 percent in HSBC's overall customer communication. Despite only comprising 10 percent of the budget mobile produced the highest yield among the other mediums (social media, email, SMS, call center etc.) used.

Mobile Execution:

Mall IQ mobile SDK was integrated into the Entertainer with HSBC banking mobile app, enabling real-time customer engagement and location-based mobile engagement. HSBC used SMS, email, call center, mobile and internet banking, and push notifications to plan and execute its CRM and marketing strategy.

Mall IQ's location technology was an integral part of this strategy. The campaign was specifically designed for the Entertainer with HSBC app and its users. Mall IQ location technology leveraged Entertainer with HSBC capabilities for real-time mobile engagement. Thus, the campaign's target was Entertainer with HSBC app users.

Business Impact (including context, evaluation, and market impact)

HSBC has been one of the global market leaders in the banking industry with a presence in over 60 countries, Singapore being one of the most important business hubs for the banking and payment industry. Singapore is a global country with many residents from different countries all over the world bringing their own payment methods, habits, and technologies. In order to keep up with that pace, HSBC has to be a market leader with its vision and innovative culture. Being a leader brings the challenge of staying in that position. The use of the The Entertainer Offer infrastructure, Mall IQ technology, and HSBC's brand name has helped to maintain that leadership.

Entertainer with HSBC's engagement campaign was a total success. The campaign was executed across 34 different locations, including shopping malls, downtown neighborhoods, and restaurant districts, covering more than 3,000 brands and 5,000 individual stores. In total 10,000 customers were engaged via Mall IQ's technology. Moreover, 5,000 customers redeemed at least once.

The campaign surpassed previously established KPIs. The results included:

• Over 50 percent of customers who received a real time push message redeemed an offer, with 34 percent of HSBC card owners redeeming an offer the same day they received it.
• HSBC customers who received real-time triggers were 200 percent more likely to use their HSBC card that day.
• Overall HSBC's redemptions grew more than 25 percent with Mall IQ's real-time engagements.
• A 270 percent lift compared to before the campaign period.
• Observed a 24 percent sustained lift post campaign.

High KPI achievements (CTR, conversion rate, increase in activation, card usage, new credit card user acquisition, and spending/wallet share) brought a big success and made Mall IQ's technology a sine qua non of HSBC's future mobile and marketing technology at a global scale.