The core message of the new push continues to position HSBC’s proposition that it believes in the potential of difference. But the new product spots build on consumer research to include specific thoughts from the bank’s target consumers.
“Hong Kong is unarguably the most important market for HSBC. It wants to tailor-make the campaign and engage with customers locally, rather than just importing a campaign from elsewhere,” said Alex Fu, business director at JWT Hong Kong, the agency which developed the local campaign.
“It is a brand belief brought to life, casting the spotlight onto the voice of genuine consumers. HSBC is proactively using the ‘voice of the consumer’ in designing and providing tailor-made banking solutions to meet their answer to the ongoing different needs of consumers.”
MindShare Hong Kong has deployed the campaign in consecutive creative buys in Chinese-language dailies Apple Daily, Oriental Daily and Metro Daily, targeting the mass market.
The advertising copy highlights the different thoughts and wishes of consumers, that relate to specific HSBC products, via a red box visual device. One ad, for example, includes the comment ‘I don’t want a dog, I want an elephant as a pet’, while another reads ‘I don’t want everybody to wear the same glasses’.
Fu pointed out that the aim is to let consumers know that anyone has the “infinite freedom” to think and to contribute ideas.
The different creative versions are tied back to the various respective key products under HSBC’s portfolio of Premier banking, credit card, insurance, loans and wealth investment.
The brand campaign includes four different print executions and has been running since the beginning of June. Fu added that the drive could be exported to other markets if early response proves encouraging.
HSBC initially launched its ‘Different points of view’ campaign in late 2005, as an evolution of its highly successful ‘World’s local bank’ positioning. The latter was initially developed by the bank’s previous agency, Lowe Worldwide, prior to the business being shifted to WPP’s JWT in late 2004.
