Personal touch for HSBC global spree

The 'Different Perspectives' initiative is rolling out in Singapore, Hong Kong and Malay-sia, after launching in the UK in mid-October. Other Asian and global markets are expected to launch the new work soon. According to HSBC Singapore head of country marketing Wendy Lim, the campaign represents an evolution of the successful 'World's Local Bank' positioning, to demonstrate the bank's cultural sensitivity at an individual level. Creative was crafted by global lead agency JWT London, with local markets able to select from a library of executions. At present, Asian executions include regional print in the FT, Newsweek, Time and National Geographic, along with outdoor, in-branch and online in the three local markets. A global TVC launch is scheduled for early December. "At HSBC, we respect individual differences... The world progresses when different people from different cultures and backgrounds come together," explained Lim. "It's giving deeper meaning to what it means to the be the 'World's Local Bank'." The bank is launching a new global website -- www.yourpointofview.com -- inviting viewer feedback on the campaign. Lim noted that an online survey will also ask Singaporeans for their views of the new work, while an internal bank programme will aim to educate staff about the campaign. "The concept that different perspectives engage people in healthy debate and discussion, which in turn create new ideas and fresh thinking, is indeed a powerful one," said JWT Singapore regional management director Aparna Guruprasad. "Importantly, it remains true to the 'World's Local Bank' and yet is a completely unique creative expression from the previous campaign." Executions running in Asia include 'leader/follower', 'perfect/imperfect', 'traditional/trendy cheongsam' and 'work/play'.