Direct choice: HSBC

Marc Lawn, Head of marketing services, Britvic, Marketing, Wednesday, 05 December 2007, 12:00am,

HSBC has tied up with The Times to create a futuristic version of the newspaper to promote the bank's financial planning service.

Set in 2027, the 12-page replica edition of The Times contains spoof news stories on issues as they may one day be reported. One headline, 'Jubilant Scots vow that 2036 Olympics will be the best ever', is followed by a report quoting Scotland's 'president' Ewan McGregor. Another reads 'Ireland united at last', with the front page declaring: 'China set for £500bn London property bid.'

Juxtaposed with the witty editorial are HSBC ads for the bank's services. Subtly placed throughout the paper, they highlight how people can plan for the future. One reads: 'Thinking of a second home? Discuss your options with us today.'

This is a bold and creative mailing that is truly readable and sure to engage. The tie-up with The Times seems a perfect brand match, adding to its authenticity and experience for the recipient.

A bank that tells you how to make or save a fortune is certainly an appealing proposition, and this innovative campaign makes all the right noises.

'Nice wheels, shame about the rest,' comments Top Gear's Jeremy Clarkson in a mock feature on the 'reborn Reliant Robin'. It is nice to know that some things in the future are set to remain reassuringly familiar.

Mailing: RMG Connect.

This article was first published on Marketing