Amidst the rise of homogenisation and standardisation, the strategic starting point of this campaign was the need to listen to and respect consumer individuality.
HSBC BRAND BELIEF:
'...HSBC is building it's business in the belief that different people from different cultures and walks of life create value.'
To dramatise the value of different points of view in a distinctive and emotionally engaging way, breaking away from the stereotype of banking. We used thought provoking creative executions that challenged and contrasted individual interpretations of a wide range of imagery.
Development and execution of a unified global platform, across all communications, to represent and actively illustrate HSBC as the global bank that believes in the importance of different points of view.
- Total global and local integration
- Far reaching global impact
- Significant cut-through across all categories - not just finance
- Spontaneous ad awareness seen to increase from 2%-6%
- Brand familiarity shifted from 17% to 33%
- Campaign recognition in some markets topped 82%
- 1.2 million people spending 4 minutes average interacting with the site (yourpointofview.com) from over 130 countries
- Active blogging in more than 30 markets
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