Cross-sell campaign.

• Position: ABAMN 2007 Financial Marketing Awards: Customer Acquisition, Runner-Up, Asset Size Over $5 Billion - Brief article

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Institution: HSBC Bank USA, Wilmington, Del.

The objective of this multichannel onboarding campaign was to activate, retain and deepen relationships with new customers.

The strategy was to welcome new customers with relevant offers based on initial product purchase; to cross-sell customers based on modeled data; to focus on speed and relevancy of communications with the first 90 days of account opening.

The creative consisted of three branded "shell" communications that provided flexibility, yet kept the look fresh and reflected the bank's...