HSBC-Union Plus

Problem:

How to differentiate the Union Plus credit card and create affinity and loyalty.

Solution:

• Leveraged “Union” pride and the negotiating power of 13 million members.
• Linked this to the power of the largest bank in the world (HSBC).
• Emphasized correct attributes such as “All calls answered in the United States.”

CenterBrain Positioning Breakthrough:

Your Union Power – Everyday

Results:

• Positioning is launched throughout the organization.
• Expanded to include all Union Plus offerings, including loan and mortgage products.
• CenterBrain is asked to execute direct mail for loan products, lifting response 30 percent over the previous “champion.”