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Cellit Sells HSBC with New York Text Message, Display Campaign

Written on: June 20th 2006
Author: by Sarah Novotny |
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Cellit, LLC announced today that it is providing real-time text messaging and display technologies for HSBC’s “Your Point of View” performance-art marketing campaign. The campaign can be seen at select branches throughout New York City this summer.

“Your Point of View” features live actors performing in HSBC branch windows in various roles, including beauty queens, sports fans and abstract artists. Passersby are encouraged to text message their initial response to the scenes, which is then instantly displayed on signs behind the actors.

“We are very excited to work with HSBC on this application of mobile technology for such an innovative marketing effort,” said David Wachs, president of Cellit, in a statement. “This project allows us to demonstrate the attraction of mobile marketing. By combining our messaging platform with our real-time signage technology, we created interactive displays that draw crowds and complement the actor’s live performances — the customers become a part of the show.”

The New York installations are an incremental part of HSBC’s global “Your Point of View” campaign, which was introduced last October. The campaign celebrates differing views on the worlds of art, technology and people and is also supported by television and print advertisements.

As for the text messaging element, which capitalizes on the burgeoning mobile marketing field, Wachs adds, “Involving customers via text message is a natural extension of the ‘Your Point of View’ campaign. HSBC’s campaign focuses on collecting the opinion of the everyday banking client. Mobile phones are practically universal, and using the right technologies, HSBC can turn this common device into a powerful tool, empowering the campaign’s viewers. With Cellit, HSBC found a partner that is able to realize the campaign’s full potential.”

From June 5 through June 16, the three scenes have been centralized at the HSBC branch located at 39th St. and 5th Ave. Starting this week, the stages will move to three other HSBC branches: 5 Penn Plaza, Third Ave. and E. 86th St., and Broadway and E. 9th St.

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