22 JUNE 2001 HSBC LAUNCHES INTERACTIVE ADS ON AMSTRAD E-M@ILER HSBC Bank has signed a deal which will put its advertisements on the newest interactive medium to market, the Amstrad e-m@iler. The ads will run from 27 June to 4 July and will promote a special offer on personal loans. For HSBC the Amstrad em@iler provides the perfect fusion of interactive and direct response media. The email-enabled telephone – launched by Amstrad in 2000 – provides advertisers with a ‘poster in the home’, a unique and effective way to target consumers in their home environment. The em@iler’s mini screen displays advertiser messages, meaning that ads appear on one of the most used appliances in the home. HSBC, which is well known for its innovative approach to emerging media, will be using a range of other tactical media to promote its loan offers over the summer months. The campaign was planned and bought by PHDIQ (New PHD). Stephen Gilmour, HSBC Interactive Services Manager – Marketing, said: “We chose the Amstrad em@iler as a key element of our interactive campaign because it provides a new way to reach our consumers with a direct call to action. The user simply presses one button on the phone to be connected directly to our call centre, giving us a totally new means of customer acquisition – a real bonus in this crowded media space.” Simon Sugar, Amstrad Commercial Director, said: “We have had a great deal of interest in the em@iler from advertisers, particularly from financial services companies. We believe that this is because it is an at-home medium, but with its ‘touch and speak’ technology, offers a more direct response than TV advertising. Particularly in the personal finance arena, it is the ideal way to communicate with consumers in a compelling, but non-pressurised way. To date we have seen up to 7/8 % response rates to some of the advertising campaigns.” Other well-known brands who have advertised on the em@iler include Norwich Union, Virgin Mobile, Direct Line, UCI Cinemas, satellite broadcaster BSkyB, flower retailer Interflora, and many more. For further information please contact Andrew Bloch/Eva Sogbanmu/Gavin Lewis at Frank PR 0207 693 6999 or Gavin@frankpr.it / Andrew@frankpr.it Go to News Headlines