ad: Annual 2024 Now Open For Entries!
*

J. Walter Thompson create bonkers “Fresher's Fortune” game for HSBC

Published by

When we think of University Freshers, it conjures up images of glorious debauchery, taxi cabs doused in teenage vomit and Jägerbombs. What it doesn't bring to mind, even remotely, is the concept of responsible banking. It is, however, one of the things that the hundreds of thousands of school-leavers currently experiencing their first week of freedom should really be considering if they don't want to leave University in mountains of debt. A bespoke student account is never a bad idea (it certainly didn't do me any harm), and HSBC are banking on that logic (sorry) with this timely campaign.

*

Created by J. Walter Thompson London, the “Fresher's Fortune” campaign is based around a charming, and surprisingly well animated online game, in which the alcohol-fuelled chaos of Fresher's Week is reimagined as a chance to take advantage of all the benefits offered to HSBC Student account holders. The game is remarkably simple, taking the basic template of the classic Super Mario games and adding an extra layer of simplicity by making it a one-touch gaming experience akin to the ever-popular instant runner games clogging up the app store.

*

The game aims to underline the fact that, as well as the obvious debts, hangovers and the awkwardness living with complete strangers, there are a lot of unseen hurdles to overcome for students starting at University; everything from a broken phone or mum’s birthday to the horror of not having enough money to go out on the piss! The only object is to click your mouse or tap your phone to jump and collect “Coins,” which in this case have been replaced by benefits of the HSBC Student account all, of which can be used to overcome the aforementioned unforeseen hurdles. These include an overdraft for the phone, credit card for mum’s present and Amazon Prime vouchers to alleviate the boredom of an enforced night in. A player’s success in gaining these benefits is measured in degree classifications, from 3rd (worst) to 1st (best). The game is playable on the HSBC Facebook page on both desktop and mobile and via it's own bespoke Fresher's Fortune page.

*

Russell Ramsey, Executive Creative Director at J. Walter Thompson London, said: “Freshers’ Week is a frenetic time for students so we needed a way to cut through the noise and engage them while also fitting into that hectic fun-packed schedule.” Chris Pitt, Head of RBWM UK Marketing at HSBC, added: “We know that while starting University, and especially Freshers’ Week, can be great fun, there are also a lot of concerns for new students and the HSBC Student account can alleviate many of these, and Freshers Fortune allows us to do this in a modern engaging way.”

*

Of course, the game itself is aimed at driving students towards the HSBC website, where they can open a student account and claim an interest-free overdraft of up to £3,000. It's a neat concept, and I'm honestly amazed (and impressed) that there's no virtual reality angle! For the record, my top score was a pretty impressed 3150, for which I apparently earned a first! If only actual University was as simple.

Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK.

Comments

More Leaders

*

Leaders

Inspiring Female Leaders: An Interview with RAPP CEO Gabrielle Ludzker

Gabrielle Ludzker is not just any CEO. The current head honcho at customer experience agency RAPP has spent her career breaking away from the traditional corporate CEO stereotype. and leads to inspire rule breakers. Gabby is an inspirational rule...

Posted by: Benjamin Hiorns
ad: Annual 2024 Now Open For Entries!