In recent years, Dubai has been making tremendous efforts to become a digitally equipped city – Smart City. With its goal to become paperless for all transactions by 2020, mobile wallet is gaining significant traction to enable more convenience and a secure way to pay.
For the launch of its Apple Pay service, HSBC was up against multiple competitor offers. So, the bank needed to break the clutter and be heard. ‘The SleepShopper’ campaign does exactly that while introducing Apple Pay and generating awareness.
Aimed at the tech-savvy generation, the film depicts the subconscious journey of a sleepwalker who is on his supermarket shopping spree, late at night. After selecting his everyday items such as cereal, milk and eggs, he pays for them intuitively using Apple Pay leaving the supermarket employee and his co-worker in sheer amazement and disbelief. This quirky yet informative film smartly dramatises the effortless and smooth process of Apply Pay that even goes unnoticed by its user.
HSBC Regional Head of Consumer Assets Marketing: Ashish Mishra
HSBC Regional Marketing Manager - Cards Portfolio: Garen Yebremian
Agency: J.Walter Thompson MEA
Creative Director: Gautam Wadher
Art Director: Carine Howayek
Business Director: Nermine Barrada
Senior Account Executive: Nabil El Kourdy
TV Producer: Julia Schmutzler
Production House : What If Creative Studio
Director : Markus Virpiö