Ensuring that banking never comes in the way of life’s priorities.

While desktop and mobile penetration in the UAE is high, the use of online banking is low when compared globally. Given that the Internet tends to dominate people’s lives where they chat, surf, compare prices and buy online, the challenge was to convince HSBC customers that it made sense to bank online as well.

The campaign was developed around the insight that there are many things that fulfil and enrich our lives, but banking is not one of them. Banking should never come in the way of life’s priorities. It is something we should be able to do while attending to life’s priorities.

The campaign demonstrated that you could enjoy life to the full while still taking care of all your banking needs.