yourpointofview.com

HSBC needed to connect with a wider audience on a more personal level to embed themselves as truly relevant to individuals. The solution was to dramatise HSBC’s belief that 'differences create value' in a distinctive and emotionally engaging way; one that sparked conversation and debate.

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Destination

As ‘The world’s local bank’ HSBC had built up a unique reputation as a global brand with an intimate understanding of cultures all around the world. This particularly connected with businessmen and international business travellers but what about the rest of the world?

HSBC needed to connect with a wider audience on a more personal, more ‘human’ level to embed what makes HSBC different to its competitors and what makes HSBC truly relevant to them as individuals. 

Platform

The solution was to dramatise HSBC’s belief that differences create value in a distinctive and emotionally engaging way; one that sparked conversation and debate and provided a unified global communications platform, which would then be tailored by market.

Design and delivery

Attention-grabbing creative executions challenged viewers to consider their personal point of view on a multitude of topics and invited them to join the global debate that was taking place on yourpointofview.com – the bespoke campaign website.

It was essential that the audience was exposed to multiple creative messages. A high-impact campaign was delivered across TV, innovative print, in-flight media and digital, alongside tailored outdoor canvasses.  57 print and outdoor executions, 14 broadcast executions and 10 digital pieces delivered a media jigsaw of topics which polarised the audience’s viewpoint.

By collaborating with media owners we created rich, new, expandable formats in print that would engage the audience. We broke away from pure business category convention, balancing leisure titles and leisure features within business titles. Online we dominated the homepages of key websites and internet users were able to ‘click and drag’ their own points of view on a range of topics in MPUs, SkyScrapers and banners. Multiple TV ad spots were used to showcase the campaign’s breadth of messaging.

Evaluation

  • Within a year 1.2 million people from 130 countries had accessed the site
  • Average dwell time is 6 mins 31 secs
  • Brand interaction time has been 3,000 hours
  • There has been active blogging in 30 markets
  • In March 2006 HSBC announced profits up 11% to US$21 billion
  • Information sourced from consumer points of view on the website is now being used by HSBC as a springboard for research, sales and PR activities
  • As testament to its success and its value to HSBC, the yourpointofview.com website was re-launched last month and it is once again engaging consumers on topical issues

tagged as:

, Online Digital, Europe, Finance,

Context

Every person in the Netherlands owns a bike. There are twice as much bikes as cars in the country.

Region : Europe

60% of people in the world own a MP3 player.

Media : Online Digital

Chinese people spend 10 x more money on the internet than people in the west. It represents 10% of their monthly income.

Australia has a prosperous, Western-style mixed economy, with a GDP per capita slightly higher than those of the UK, Germany and France in terms, of purchasing power. Australia was ranked 3rd in the United Nations' 2006 Human Development Index & 6th in The Economist worldwide ‘Quality of Life Index’ 2005.

Sector : Finance

HSBC has over 125 million customers around the world across its 4 Customer Groups: 1. Personal Financial Services 2. Commercial Banking 3. Corporate, Investment Banking and Markets and 4. Private Banking

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