MadeByPi creates Facebook app for HSBC

MadeByPi - HSBC Bursary

Digital agency MadeByPi’s work on the 2011 HSBC Student bursary competition ( has delivered a highly successful Facebook promotion and competition, that has surpassed the bank’s expectations.

The competition offered eight new university students the chance to each win a £15,000 bursary. Entrants were tasked to upload a 90-second video onto YouTube, outlining the reasons why a £15,000 bursary would help them to make their mark on the world. The videos were put up for public voting via Facebook and a panel of judges chose eight winners from the shortlist of 20 videos.

Sam Grimley, digital acquisition manager for HSBC said: “The results of the competition have far exceeded our expectations. The caliber of the videos has been fantastic. By cleverly leveraging the native functionality of social networking platforms including Facebook and YouTube, MadeByPi has maximised the reach of the campaign. Coupled with smart viral initiatives including an interactive quiz, the agency has helped us to enhance our shareable content and attract further interest in the competition.”

The competition has received huge interest with over 38,000 people ‘liking’ the HSBC Students page (a 450% increase on last year) and over 40,000 public votes being received (a 420% increase on last year). The eight winning students, determined by public voting combined with a judging panel, were announced on 11 October.

Paul Lemon, director for MadeByPi said: “We wanted to create an intuitive and engaging application that would encourage students to enter the competition. Working with the learnings from last year’s campaign, we were able to evolve and strengthen the campaign’s core platform, interaction and sharability, successfully building upon the social platforms native functionality to reach the target audience. Originating and delivering the quiz element gave us an opportunity to widen the reach and visibility of the campaign. We’re very proud of the results that delivered four and five times greater metrics than the previous year, proving that our strategic planning, coupled with the creative and technical delivery was solid and effective. We look forward to building these learnings into more Facebook and social projects with HSBC in the future.”