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Folding Your Way to a New Brand Image

In Australia, HSBC Puts ATM Receipts to Good Use

Published on .

For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.

HSBC ad

Customers at HSBC ATMs in Australia gained a little extra something when taking out cash recently after the bank devised a new and eye-catching way to promote its financial services.

The bank used the age-old method of receipt advertising but took it to a new level, using the slips of paper to teach people how to make origami shapes.

Step-by-step instructions appeared on the receipts, each different creative representing different services: Instructions on how to make an origami house promoted HSBC home loans; those that showed how to make a pig represented the bank's savings account; the handbag represented credit-card services; and the mouse symbolized internet banking.

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CMDglobal.com is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists.
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