The Challenge HSBC Australia's Everyday Global Account had been available for five years as a fee-free, all-in-one, 10-currency holding account. Despite its compelling features, the product struggled to gain traction in a competitive banking market where consumers were losing hundreds of dollars annually in unnecessary fees and charges. Key Business Challenges Product Awareness Gap Australian travellers spend up to $385 more in fees with competitor banks, so despite offering genuine value, the HSBC Everyday Global Account remained relatively unknown among the 1.5 million+ Australians who travel internationally each year. Market Positioning Disconnect The previous marketing approach focused on the benefits of the account at home or for sending money overseas, rather than positioning it as the ideal card to travel with. Competitive Banking Landscape In an oversaturated financial services market, HSBC needed to cut through the noise and establish the EGA as the essential account for internationally minded Australians, differentiating from traditional banking offerings. Conversion and Engagement Metrics The account needed to drive measurable increases across multiple performance indicators: new account openings, foreign exchange transaction volume, active FX user acquisition, and overall brand awareness within the target demographic.