Below are three outstanding case studies from HSBC, Mastercard, and Maya—brands that have proven that Brand Experience is not just a concept, but a powerful strategic tool that can transform how customers perceive financial services.
About the Creative Effectiveness Lions Award
Established in 2011, the Creative Effectiveness Lions is one of the most prestigious categories of the Cannes Lions International Festival of Creativity, aiming to honor advertising campaigns that are not only groundbreaking in terms of ideas but also deliver measurable results. It is the only award at Cannes Lions that evaluates the combination of creativity and actual impact, affirming the role of advertising in driving progress in both business and society.
The judging process is based on three main criteria: Idea (25%), which assesses originality and creativity; Strategy (25%), which evaluates the logic and effectiveness of implementation; and Real-world impact (50%), which measures influence through revenue, brand recognition, or changes in consumer behavior. Notably, only campaigns that have won or been shortlisted at Cannes Lions within the previous three years are eligible.
One notable example of this award’s value is the “It has to be Heinz” campaign by Rethink Toronto for the Heinz brand. This campaign won the 2024 Grand Prix Creative Effectiveness Lions for creating culturally resonant brand experiences, strengthening emotional connection with consumers, and driving significant sales growth.
The Creative Effectiveness Lions is not only a benchmark for the success of bold advertising ideas but also a testament that creativity must be tied to effectiveness—a philosophy increasingly valued by the global marketing industry.
1. HSBC – The Homeless Bank Account: Turning finance into a tool for life-changing impact
There are currently over 320,000 people experiencing homelessness in the UK. They cannot open a bank account due to the lack of a permanent address, which means they cannot receive wages or social welfare, trapping them in a cycle of financial and housing instability. This raises questions about the social role of major banks—how can they help solve such problems? As pillars of the economy, banks have often failed to reach the most vulnerable groups in society. This not only makes life harder for the homeless but also weakens a country’s efforts toward full financial inclusion.
As one of the world’s largest financial institutions, operating in over 60 countries and present in the UK for a long time, HSBC took the initiative to partner with Shelter—the UK’s largest homelessness charity—to develop the “No Fixed Address Bank Account.”
This account type does not require the applicant to have a permanent address—a condition usually required by traditional banks. It enables homeless individuals to receive wages or government support, rent accommodation, and take steps toward a stable life.
Implementation of HSBC’s “Homeless Bank Account” Campaign
Cre: Novaon Digital
To reach and convince this target group to open a bank account, HSBC used TV, out-of-home (OOH) advertising, and social media to raise awareness about financial exclusion among the homeless. The message was repeated consistently at bus stops, parks, and other locations where homeless individuals are frequently present.
In addition, HSBC strategically selected account-opening points located near areas with high concentrations of homeless people, making it easier for them to access services without needing a fixed address. Lastly, HSBC proactively trained their staff thoroughly to support homeless individuals in opening bank accounts quickly and without complex administrative procedures.
Results achieved:
- Over 5,900 homeless individuals successfully opened bank accounts.
- Brand favorability for HSBC increased by 10%.
- An additional £13.3 million in revenue was generated from other financial products thanks to the increased trust customers placed in HSBC.
2. Mastercard – WhereToSettle: Technology helping refugees rebuild their lives
The outbreak of the war between Russia and Ukraine has impacted not only the economy but also the well-being of the Ukrainian people. As of 2025, over 10 million Ukrainians have been displaced due to the conflict, with most of them fleeing to major cities in Poland. This influx has led to overcrowded housing and a saturated job market. Meanwhile, many smaller towns in Poland are facing population decline as young people leave in search of better opportunities elsewhere. However, 34% of Ukrainian refugees have been unable to decide where to live and settle in Poland. This imbalance affects both the refugees and the country’s long-term sustainable development.
This raises a key question: Where should refugees settle in order to access better job opportunities and improve their quality of life?
To address this issue, Mastercard took the initiative to develop “WhereToSettle”—a digital platform that helps refugees find ideal settlement locations based on economic and social data.
Mastercard addresses a social issue and reinforces its brand with “WhereToSettle”.
Cre: Novaon Digital
The “WhereToSettle” platform aggregates data from Poland’s Central Statistical Office, including average salaries, cost of living, job opportunities, and housing availability, to provide personalized suggestions for each user. At the same time, the platform offers a live feed of housing and job offers, making it easier for refugees to make informed decisions about where to settle with their families.
In addition, Mastercard actively promoted the platform across social media and media channels to raise awareness and guide refugees on how to use the tool effectively.
Results achieved:
- Over 300,000 refugees found suitable places to settle through the platform.
- More than 57 media articles covered the campaign.
- The platform reached 242,000 visits.
- Brand perception increased by 14 points, especially in the areas of “technology,” “modernity,” and “social responsibility.
3. Maya – When music becomes a tool to shift financial perceptions
Maya, a digital bank in the Philippines, was struggling to compete with GCash—a brand with overwhelming market recognition in the industry. Maya needed a breakthrough strategy to attract Gen Z, a generation that often perceives financial services as dry and uninteresting.
Maya decided to reposition itself from an e-wallet to a full-fledged digital bank, emphasizing the concept of financial freedom. To bring this idea to life, they partnered with popular hip-hop artist Shanti Dope to create a song titled “Maya”, aimed at delivering a message of financial empowerment to young people.
Implementation of Maya’s “The Hit Song Actually a Bank” Campaign
Cre: Novaon Digital
The campaign’s creativity lay in merging a music video with gamification elements: the song included hidden cash codes, referred to as “Easter eggs,” which users could redeem for Bitcoin within the Maya app.
To boost engagement, Maya launched a TikTok challenge, encouraging users to dance and rap along to the song. This strategy helped Maya become the most talked-about Fintech platform in the Philippines, accounting for 44.4% of all Fintech-related discussions in May 2022. The campaign also expanded its reach through YouTube, social media, and streaming platforms.
Results achieved by Maya:
The campaign was a massive success, helping Maya gain 1.5 million savings accounts within six months and ₱14.7 billion in deposits. Maya also became the leading digital banking app in the Philippines, with 8.17 million monthly active users and 25.2 million downloads. Its brand awareness score rose from 85 to 99 points, nearly matching that of GCash.
Conclusion
These three campaigns clearly demonstrate that Brand Experience can go far beyond traditional methods—from supporting the homeless, assisting refugees, to turning a digital bank into a cultural icon.
We hope these successful case studies offer you fresh perspectives and abundant inspiration for building breakthrough brand experience strategies that contribute to your business success in the future.
Cre: BrandsVietnam
