HSBC Singapore Launches Data-Driven Personalised Music Video

JWT Singapore and HSBC have teamed up to launch a data-driven interactive campaign called “Choose What You Love” to help consumers select a credit card suited to their lifestyle and personality. 

Created in collaboration with Dru Chen, an aspiring young singer-songwriter, the integrated campaign has been designed to set HSBC Singapore’s credit cards apart in an increasingly crowded market by presenting an engaging way for users to find out more about the bank’s offerings. 

“There are dozens of credit cards in the Singapore market and making sense of the choices is often confusing and not very interesting. We know the younger consumers are looking for entertainment that’s relevant so we combined music and technology to create a personalized, data driven music video to drive the message of a unique credit card,” said Gaurav Lalwani, General Manager at JWT Singapore. 

Dru Chen, the fresh young talent that fronts the campaign has three hit singles under his belt and an album due out next quarter. Tapping into his passion and talent for music, HSBC reached out to Dru who wrote and co-produced a unique song for the campaign with Leonard Soosay, one of Singapore’s leading music producers.

Consumers can get a version of this song personalised to them when they engage with the platform at www.hsbc.com.sg/choices. Using answers to a series of five lifestyle questions and data such as weather, date and time as well as information available from users who allow access to the Facebook profile, the platform generates an entirely unique music video for every single user. With over 16,000 video permutations, the content generated by the platform is transformed into a more intimate, informative and shareable experience for each individual.

“Choose What You Love”, which launched on 4th September 2017, will be promoted throughout 2017 through multi channels across Singapore.