The Property Panel was a major, consumer-facing campaign for HSBC written and directed by Douglas Ray. It explained and demystified the property purchasing process.
It consisted of multi-format branded content that was filmed and presented in the style of a lifestyle TV show and was produced independently of the client.
The campaign featured a studio-based panel of experts discussing different areas of property buying in each episode, together with short films following real property buyers and their experiences. New episodes were released on a weekly basis.
Rather than a hard sell of HSBC products, the aim was to create a genuinely useful resource for people considering purchasing a property and associate the brand with mortgages and other related services.