At a time when other lenders were withdrawing products, HSBC’s size gave them the stability to still offer mortgages. To boost sales, we aimed to get on the consideration list of HSBC Current Account customers without HSBC mortgages, who were married with kids and planning for the future. Our proposition: “The HSBC mortgage range can adapt to a growing family’s changing needs.”

Our mailing took the form of an A2 architect’s blueprint which came in a manilla envelope with what appeared to be handwritten text - creating standout from other financial mailings. Once unfolded, it revealed detailed plans of a house. Hand-drawn annotations proposed alternative uses for areas of the house – loft, garage etc. – to cope with various life changes. Its large format created an impactful, tactile and intriguing experience.