Agency: JWT London
HSBC UK has launched a £5m marketing campaign called ‘Truffles’, which promotes the bank as a provider of investment expertise and targets consumers looking for investment advice.
Created by JWT London the campaign brings to life the story of a Truffle Hunter and his dog. The activity also spans press, digital and poster, and highlights the benefits of the World Selection Investment Portfolios.
The analogy of the Truffle Hunter highlights one of the benefits of World Selection, which is that HSBC investment managers have local knowledge to unearth valuable investments from around the world.
Whilst it is well known that pigs have been used for generations to unearth the valuable fungus, they are difficult to train and often eat the truffles. Instead, in the advert the experienced Truffle Hunter uses his dog to search for truffles as they do not have the same appetite for them. This means that none of the valuable truffle is lost in the hunt.
The 30 second TV ad was filmed in the Alba area of Italy. The director of photography was Anthony Dod
Mantle, the cinematographer from Slumdog Millionaire and Last King of Scotland. The production company that worked on the ad was Traktor.
World Selection, an investment portfolio available to retail customers, launched in 2009 and was supported by the Cormorant TV execution created by JWT London.
The new campaign follows on from the launch of a new addition to World Selection, called Income Portfolio.
Launched at the start of July the fund provides income seeking customers the potential to benefit from an attractive stream of income, without relying on the fortunes of one particular asset class.
The offering therefore carries less risk for those customers who require a guaranteed income. Income Portfolio also aims to achieve some capital growth to counter the effects of inflation.
“Using truffles to create the analogy for World Selection is one that consumers in the UK have responded to extremely positively to in the development of the work,” said head of advertising at HSBC, Tracy Waxman.
“Truffles is some instances can be more expensive per gram than gold or silver, making the truffle analogy of unearthing valuable investments a powerful one for consumers.”