Who knew digital banking could strike such a joyful note?

Back when banking was finding its way onto smartphones, HSBC was getting ready to bring its digital services together across desktop, tablet and mobile.

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But launching a banking app isn't exactly the easiest way to get people excited. So we decided to give it a little rhythm.

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Borrowing the familiar melody of Beethoven's Ode to Joy, we created Sync with Me, a playful campaign that turned the idea of seamless digital banking into something people could actually hum along to.

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And it seemed to strike the right chord. Within a week of launch, the HSBC mobile banking app topped the download rankings.

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Turns out, even a 200-year-old classic can be in tune with the future.

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HSBC · Digital Banking Launch · Integrated Brand Campaign · 2013