HSBC UK’s “The Secret Den” sends an inspiring message. The TV ad, which is set in New Zealand, shows a young boy trying to gain access to his friends’ den. The usual codes don’t work and he’s left outside until he receives a text telling him to use his voice to gain entry.
At last, his voice is recognized and the boy joins the rest of the gang in their secret hideaway. The advertisement has a voiceover promoting the bank’s voice ID technology by Kate Winslet.
DIVERGE talked to J. Walter Thompson London’s Chas Bayfield, Creative and Omar El Gammal, Planning Director, to find out more:
Where did the idea of this campaign come from?
HSBC’s Voice ID is all about access, instead of having to remember a password to use telephone banking customers can now simply be authenticated using their voice. We wanted to make this new technology relatable and easy to understand. Access for our hero is about getting to hang out in a den with the older kids. His frustration at not being able to get in to the older kids’ den mirrors the frustration people have with remembering complex passwords. His joy at gaining access to a much better den is a hint of not only being able to use your voice as your telephone banking password, but also a nod to the world of great new products that come with an HSBC digital current account.
How is this ad significant?
Whilst the HSBC audience is diverse in approach to their personal finances, HSBC aims to unite them by a common desire to progress, to be optimistic in the face of obstacles, and regardless of their circumstances, to keep moving forwards in their life. The integrated campaign includes outdoor, press, social, digital and a TV spot – all dramatising the idea of progress by following individuals on their onwards journeys.
How does it celebrate diversity and unity?
JWT London wanted to promote the new HSBC Voice ID technology through an analogy that speaks to access. HSBC believes that their products and services should be accessible to all customers and they’re committed to increasing accessibility. Your voice is unique just as your fingerprint and voice recognition is particularly helpful for those customers who may have trouble remembering complex passwords such as people living with dementia or those with a learning disability. The ability to access telephone banking easily and simply allows customers to continue to manage their banking in the way that works for them.
Any plans to introduce this in the US?
No
What kind of feedback have you gotten from this ad?
The advert has been positively received across industry press, particularly for communicating the new technology in a human way and easy to understand way. HSBC have already seen some really positive feedback from older customers around how Voice ID has helped them access their banking with convenience and ease.
Additional thoughts/must-haves in the story:
The use of the phrase ‘my voice is my password’ is an accurate reflection of how you access the Voice ID service, which helps to bring the service to life through the narrative.
Who is the team behind this ad?
Creative agency: J. Walter Thompson, London
Executive Creative Director: Russell Ramsey
Creative Directors: Chas Bayfield & Dave Jenner
Creatives:
- TV & Social AV: Chas Bayfield & Dave Jenner
- OOH/Print/Digital: Chris Jones and Kell Lunam-Cowan
Planning Director: Omar El Gammal
Business Director: David Clyde
Board Account Director: Patrick Netherton
Senior Account Manager: Sophie Christiansen
Account Manager: Eloise Liddell
TV Producer: Charlotte Jude
Assistant TV Producer: Edmund Thorn
Creative Producer: Anna Henderson
TV Production
Director: Louis Sutherland
Director of Photography: Marty Williams
Production Company: The Sweet Shop
Producer: Anna Stuart
Executive Producer UK: Spencer Dodd
Executive Producer NZ: Fiona King
Editor: Simon Price
Sound: Andy Humphries at 750mph
Post Producer: Tom Cole at MPC
Colourist: Mattiheu Toullet at MPC
VFZ Supervisor: Alexander Gabucci at MPC
