The Brief
CMB is one of the most successful and dynamic parts of the HSBC business representing in excess of 24% of the bank’s profit. Also, it is a hugely important part of the world’s local bank brand in that it is one of the best examples of its universal, joined-up expertise providing international finance, transactions and support, as well as high quality relationship services for smaller domestic businesses. The desire is to continue to promote CMB as a relevant and cohesive part of the world’s local bank brand whilst recognising the different motivations and issues that business banking faces.

The creative strategy focus is to demonstrate that HSBC understands the multi-faceted values of success to which its multi-faceted customer base aspires. Because they deal with every sort of business customer, from global corporates to one-man bands all around the world, HSBC can better recognise their different business motivations, understand their financial needs and better respond to help them succeed.

The Proposition
Recognising that what it takes to succeed in business today is the specialised knowledge of people from everywhere, HSBC recognises that international business people of all sorts have different views about what success feels like and how they want to make it happen. Position HSBC as understanding people’s priorities and values and therefore better able to address their needs. HSBC has an unparalleled global reach with an understanding of customers in 64 countries and territories spanning 140 years. If your success is being international, shouldn’t your bank be too?

The Solution
Your next big thing is out there. Is your bank?

 

The Brief
HSBC Premier is an executive bank account that gives you preferential service as well as a range of privileges and rewards. Targeting the increasing number of global expats and business people in the East Asian Region, they wanted to communicate that HSBC had solutions to their unique banking needs. As the group's premium financial services product, benefits and qualification criteria typically require deposits and investments of at least $100,000, £50,000, or €100,000, or a mortgage of at least $500,000 or £250,000. Customers have a dedicated relationship manager, global 24 hour access to call centres, and preferential rates.

The Proposition
Knowing that international clients often work in more than one market, I used the theme of destinations to fit in a campaign within the "Latitudes" creative framework that has been established in previous campaigns.

Case Study
In the Czech Republic, Nescafe has long had a difficult time connecting with the younger generations, as instant coffee drinks are considered the drink of their parent's generation. The client was looking for ways to counter this image, so i suggested that they become the general sponsors of a major summer techno festival, the highlight being the opportunity it provided them to give out over 10,000 free samples of their instant coffee beverages to tired but happy 'ravers' as the sun came up in the morning. The Nescafe logo was also featured prominently on the flyers, print ad and posters for the event.