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— 1
A Paragon of Brand Evolution
Multi-channel marketing from a
design perspective
DesignthinkingbyKarenKeungforBrickStree...
2 —
The importance
of knowing and
understanding the local
market is ingrained in
our corporate culture.
John Carroll, Exec...
— 3
Since 2001, HSBC’s endline “The World’s Local Bank” has followed the brand
name like an echo. Arguably, it’s an exampl...
4 —
Print ads, majority of which
are horizontally oriented.
Placements run in traditional
media such as magazines
and news...
— 5
Online Flash banner ads.
Shown in successive animation (from left to right).
CAMPAIGN01YOURPOINTOFVIEW
SECTION 2.1
6 —
We at HSBC, the world’s local bank,
strongly believe in the potential of
difference. In a world of increasing
sameness...
— 7
4 panelled banners, made
up of two alternating images
with a pair of words inverse
overlaid on each.
CAMPAIGN01YOURPOI...
8 —
1.2 million interactions with from
over 130 countries.
3, 844, 027 interacted with the online
screen banner ads.
Click...
— 9
HSBC Bon Mauvais
Ewan McIntosh on Flickr
Licensed under CC BY 2.0
CAMPAIGN01YOURPOINTOFVIEW
SECTION 2.1 — 9
10 —
2.2 Campaign 02
Different Values
Launched Fall 2008, as an evolutionary extension of the “Your
Point of View” campaig...
— 11
CAMPAIGN02DIFFERENTVALUES
SECTION 2.2
12 —
People’s reaction to the campaign is a bit of a
values Rorshach test. HSBC’s global footprint
gives us the insight an...
— 13
3 panelled banners, with one-
line values overlaid.
Red border and signature
HSBC cut-out element.
Operates as an anc...
14 —
HSBC Durian Advertisement
Dedicated to Durians
CAMPAIGN02DIFFERENTVALUES
14 — SECTION 2.2
— 15SECTION 2.2
CAMPAIGN02DIFFERENTVALUES
16 —
2.3 Campaign 03
Potential
Launched in the spring of 2011 by JWT, HSBC’s Potential
campaign begins an evolution away f...
— 17
We want our customers to feel inspired
by HSBC and the potential for what we
can achieve together in this world. Our
...
18 —
CAMPAIGN03POTENTIAL
Single image posters,
various formats adaptable to
environment.
Red border and signature
HSBC cut...
— 19
The key to moving HSBC’s marketing
into a new era [...] is to start a ‘fresh
conversation’ with customers.
Strong bra...
20 —
2.4 Campaign 04
In The Future
HSBC’s current campaign launched in 2012 by JWT London is
inspired by economic and fina...
— 21
In the future, investors
will need to be explorers.
In the new economy growth could come from unexpected places, so i...
22 —
In the future, the food chain
and the supply chain will merge.
In tomorrow’s global economy, every resource will be c...
— 23
Are HSBC’s ads really that relevant?
Does everyone relate to the content in HSBC’s campaigns?
Or do the campaigns spe...
24 —
Presence
HSBC is a paragon of brand storytelling. Transitioning from one messaging
context to another, HSBC has manag...
— 25
Consistency
The consistency of imagery and design elements in HSBC’s
campaigns is deliberate. The direction flows fro...
26 —
Ease
“Everything must be made as simple as possible, but not
simpler.” — Einstein
HSBC uses campaign copy that is sho...
— 27
It’s that global footprint that caught our
attention and the fascinating world that
their ad campaign reveals.
I firs...
28 —
4.1 Remarks
Their ad campaigns continue to educate, surprise, and spark a
conversation so continuous you wouldn’t bel...
— 29
About Karen
Design thinking by Karen Keung for Brick Street Software
Karen Keung is an award-winning design
student c...
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How a $122 Billion Brand Leverages Design in its Multichannel Marketing

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HSBC is consistently voted one of the world's most powerful brands. They're storytelling through design is a Paragon of Brand Evolution. We assess their multi-channel marketing from a design perspective.

Learn more about how HSBC leverages design and story telling to connect with consumers.

According to Interbrand's 2013 feature on the multinational bank brand: "HSBC is [...] emphasizing its strong global roots and unrivaled network and expertise, specifically in emerging markets. Since coming out of the financial crisis comparatively unscathed, HSBC has focused on higher wealth-creating markets and a strategy of consolidation. The approach has proven successful as the brand posted robust profits throughout 2013."

Published in: Business
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How a $122 Billion Brand Leverages Design in its Multichannel Marketing

  1. 1. — 1 A Paragon of Brand Evolution Multi-channel marketing from a design perspective DesignthinkingbyKarenKeungforBrickStreetSoftware H S B C Blue Sky with Plane Raffi Asdourian on Flickr Licensed under CC BY 2.0
  2. 2. 2 — The importance of knowing and understanding the local market is ingrained in our corporate culture. John Carroll, Executive Vice President and Head of Marketing, HSBC Bank USA World Map C. Randall from Cornell 2 — SECTION 1.1
  3. 3. — 3 Since 2001, HSBC’s endline “The World’s Local Bank” has followed the brand name like an echo. Arguably, it’s an example of one of the most successful branding initiatives undertaken in the finance sector. It’s no surprise then that when the brand dropped the claim, their ad campaigns shifted. The transition subtly re-focuses HSBC’s campaigns with a product-driven approach. Their pre-shift and post-shift campaigns align seamlessly; leaving little evidence that a conversation ended between the consumer and the brand. For continuing the conversation, and connecting people internationally, HSBC’s work with JWT London and Mindshare Global warrants applause and analysis. As a brand evolution HSBC succeeds in establishing their place as a global leader. What’s significant about their approach, from a design perspective, is the philosophy and consistency HSBC has achieved over the last fifteen years. What conversations could we have to inspire our audiences? What values does our organization embody and how? The following showcase considers the messages and artwork of HSBC’s most iconic campaigns to date. 1.1 Preface The world’s local bank SECTION 1.1 — 3
  4. 4. 4 — Print ads, majority of which are horizontally oriented. Placements run in traditional media such as magazines and newspapers, and are also suitably designed for large placement in an urban landscape, especially adaptable to the airport space HSBC dominates. 2.1 Campaign 01 Your Point of View Initially launched in 2005 by an integrated team from JWT London/Mindshare Global. yourpointofview.com (now inactive) An interactive website that presented users with photos of various subjects and asked them “What’s your point of view?” with a list of descriptive words to choose from. Poll results could be instantly viewed, sorted, and compared with other results from around the globe. Accompanied by screen banner ads online. The award-winning campaign responded to the need to listen to and respect consumer individuality. HSBC was building its business in the belief that different people from different cultures and walks of life create value. Live interactive theatre events in New York City store windows. One depicted a beauty queen, another a group of sports fans, and the third a painter. Observers were asked to text message one-word reactions to each scene, which were then projected onto TVs mounted on the backs of each display. Online Print Experience SECTION 2.1
  5. 5. — 5 Online Flash banner ads. Shown in successive animation (from left to right). CAMPAIGN01YOURPOINTOFVIEW SECTION 2.1
  6. 6. 6 — We at HSBC, the world’s local bank, strongly believe in the potential of difference. In a world of increasing sameness, we believe it’s important to value different points of view and there should be somewhere everyone can air these views and see the views of others. CAMPAIGN01YOURPOINTOFVIEW Why is HSBC doing this? yourpointofview.com 6 — SECTION 2.1
  7. 7. — 7 4 panelled banners, made up of two alternating images with a pair of words inverse overlaid on each. CAMPAIGN01YOURPOINTOFVIEW Red border and signature HSBC cut-out element. Operates as an anchor for text on vertical format ads. Simple, barrier-free copy. Small call-to-action to visit website URL. Campaign Anatomy SECTION 2.1
  8. 8. 8 — 1.2 million interactions with from over 130 countries. 3, 844, 027 interacted with the online screen banner ads. Click-through success rate of 0.2%, 500% above the industry average. CAMPAIGN01YOURPOINTOFVIEW 8 — SECTION 2.1
  9. 9. — 9 HSBC Bon Mauvais Ewan McIntosh on Flickr Licensed under CC BY 2.0 CAMPAIGN01YOURPOINTOFVIEW SECTION 2.1 — 9
  10. 10. 10 — 2.2 Campaign 02 Different Values Launched Fall 2008, as an evolutionary extension of the “Your Point of View” campaign by JWT London. The series featured triptychs (as opposed to the four-or-more- panel images in Your Point of View) either made up of the same image and three different associated one-word values, or three different images overlaid with three of the same values. In a record-breaking reveal, ten of 17 new ads were featured in the October 27 issue of New York Magazine. It was a first for both HSBC and the magazine in terms of one advertiser’s presence in a single issue and the corresponding week online.1 HSBC Launches "Different Values" Advertising Campaign As The Largest Single Issue Advertiser In New York Magazine History 20 October 2008 1 yourpointofview.com was updated to reflect the new creative material. Rolled out in an array of national magazines including Time, Vanity Fair, Vogue, GQ, Harper’s Bazaar, as well as in TV, transit, and outdoor advertising. Airports were also updated to these new ads. Online Print Cinematic TV spots created, notably “Lumberjack” in which a tree hugger and her logger boyfriend find themselves holding different values, as well as a series of ads on cultural differences. Further viewing: “Lumberjack” Cultural Differences (3) Video SECTION 2.2
  11. 11. — 11 CAMPAIGN02DIFFERENTVALUES SECTION 2.2
  12. 12. 12 — People’s reaction to the campaign is a bit of a values Rorshach test. HSBC’s global footprint gives us the insight and the opportunity not only to be comfortable, but confident in helping people with different values achieve what’s really important to them. CAMPAIGN02DIFFERENTVALUES Tracey Britton, Head of Marketing HSBC USA 12 — SECTION 2.2
  13. 13. — 13 3 panelled banners, with one- line values overlaid. Red border and signature HSBC cut-out element. Operates as an anchor for text on vertical format ads. Simple, barrier-free copy. Small call-to-action to visit website URL. Campaign Anatomy SECTION 2.2 CAMPAIGN02DIFFERENTVALUES
  14. 14. 14 — HSBC Durian Advertisement Dedicated to Durians CAMPAIGN02DIFFERENTVALUES 14 — SECTION 2.2
  15. 15. — 15SECTION 2.2 CAMPAIGN02DIFFERENTVALUES
  16. 16. 16 — 2.3 Campaign 03 Potential Launched in the spring of 2011 by JWT, HSBC’s Potential campaign begins an evolution away from the retail banking image even before officially announcing the step away from the “world’s local bank” tagline. This campaign features posters with unexpected facts about cities and cultures around the world coupled with captions relating to finding and seeing potential. SECTION 2.3
  17. 17. — 17 We want our customers to feel inspired by HSBC and the potential for what we can achieve together in this world. Our leadership position in financial services [...] helps our customers navigate today’s interconnected world. CAMPAIGN03POTENTIAL Nick Nocolaou, Chief Executive Officer HSBC Sri Lanka and Maldives SECTION 2.3 — 17
  18. 18. 18 — CAMPAIGN03POTENTIAL Single image posters, various formats adaptable to environment. Red border and signature HSBC cut-out element. Simple, barrier-free copy. Campaign Anatomy SECTION 2.3
  19. 19. — 19 The key to moving HSBC’s marketing into a new era [...] is to start a ‘fresh conversation’ with customers. Strong brands have an organic sense: you can shape them and mould them, but never set them in concrete. In the summer of 2011, chief executive Stuart Gulliver announced a $3.5bn (£2.2bn) cost-cutting drive for HSBC. Most crucially, in a marketing context, Gulliver decreed that HSBC drop its famous strapline 'The world's local bank', as he argued it could no longer justify the claim.2 Chris Clark, Group Head of Marketing at HSBC HSBC’s Chris Clark on a new era for the bank’s marketing 31 May 2012 Marketing Magazine UK TRANSITIONANEWERA 2 SECTION 2.3 — 19
  20. 20. 20 — 2.4 Campaign 04 In The Future HSBC’s current campaign launched in 2012 by JWT London is inspired by economic and financial magazine covers. Creative material from this campaign features a single image, much like the previous Potential campaign, and aims to “start a meaningful conversation with the audience to continue across media.”3 Current creative campaign material can be viewed on HSBC. A corresponding TV spot about a young American girl’s lemonade stand received much attention, intended to reinforce the message that the global financial landscape is shifting so that even the smallest businesses will be multinational in the future. A follow-up was released a year later. Further viewing: Online Video Work: In The Future JWT London 3 “Lemonade” “The Lemon Grove” SECTION 2.4
  21. 21. — 21 In the future, investors will need to be explorers. In the new economy growth could come from unexpected places, so investors might need to look beyond their comfort zones. HSBC’s Emerging Markets Index can help you navigate the fastest growing markets. There’s a new world out there. There’s more on investments at www.hsbc.com/inthefuture Issued by HSBC Holdings plc. AC22967 In the future, even the smallest business will be multinational. Whether you trade in Dollars, Euros or Renminbi, global markets are opening up to everyone. At HSBC we can connect your business to new opportunities on six continents – in more than 90 currencies. There’s a new world emerging. Be part of it. There’s more on international trade at www.hsbc.com/inthefuture Issued by HSBC Bank plc. AC22967 CAMPAIGN04INTHEFUTURE SECTION 2.4
  22. 22. 22 — In the future, the food chain and the supply chain will merge. In tomorrow’s global economy, every resource will be counted. HSBC is one of the world’s leading supply chain organisations. We help companies keep tabs on stock across six continents – and five oceans. The future starts today. There’s more on world trade at www.hsbc.com/inthefuture Issued by HSBC Holdings plc. AC22967 Clever hybrid imagery shot in studio-style on white background. Red border element with signature HSBC cut-out element. Simple, barrier-free headliner with more information in paragraph format. Small call-to-action in form of URL. Campaign Anatomy CAMPAIGN04INTHEFUTURE SECTION 2.4
  23. 23. — 23 Are HSBC’s ads really that relevant? Does everyone relate to the content in HSBC’s campaigns? Or do the campaigns speak to a specific audience? Namely, a group motivated by entrepreneurism, excited by globalization, and optimistic about the future. In the Future marks HSBC’s departure from “relatable” to “inspirational” — distancing the brand from the retail banking image, and leaning towards the potentiality of investments. The transition however, is subtle, preserving the aesthetic and philosophy the brand has built over their last decade of campaigns. Business & Leadership on HSBC’s Campaigns: CAMPAIGN04INTHEFUTURE We’re very much focussed on the sort of person who has an international outlook That’s not necessarily someone jumping on and off planes, but someone who is interested in the world. “There’s an intelligence about the creative and the point being made that relates to the message HSBC is attempting to convey, but also goes beyond that annoyingly condescending assumption many banks seem to make about their customers – namely, that they are unable to understand anything other than happy people running along beaches with a cheesy bank signature tune in the background.” Andrea Newman, Group Head of HSBC Advertising SECTION 2.4
  24. 24. 24 — Presence HSBC is a paragon of brand storytelling. Transitioning from one messaging context to another, HSBC has managed to re-introduce itself through a solid storyline. For their campaign, Your Point of View and its extension, Different Values, HSBC used an insightful, surprising, and creative way to establish both their foundation of knowledge, as well as a connection to their consumers. The scale and placement of their next campaigns effectively establish HSBC’s global presence and position as a financial services firm that aims beyond the markets it currently participates in. For example, they expertly leverage the brand’s global presence and use it as the next anchor to transition in their new campaigns: Potential and In the Future. By focusing on communicating facts and making fewer claims, HSBC establishes presence in two important ways: 3.1 Design Thinking Principles & Values 24 — SECTION 3.1 • Present to consumers with whom their brand equity evokes trust and legitimacy • Simultaneous relevance in today’s context and the future’s promise This communication strategy successfully reaches the upwardly mobile consumer, inviting them to do business with a brand that is similarly optimistic about future opportunities.
  25. 25. — 25 Consistency The consistency of imagery and design elements in HSBC’s campaigns is deliberate. The direction flows from a reputation of global presence and mass appeal, but is not constrained by it. Clean backgrounds and consistent design elements such as the rectangular red border instantly win familiarity points. Typography remains consistent — their brand guidelines sanction the use of two typefaces: Univers and Times New Roman. Designed for flexibility, the format of the ads have no challenge adapting to the environment in which the ad lives. A particularly extensive application HSBC has invested in are airports. Long tunnels and moving conveyer belts make excellent vantage points where ads typically appear in succession; further amplifying the campaign’s story. DESIGNTHINKINGPRINCIPLES SECTION 3.1 — 25
  26. 26. 26 — Ease “Everything must be made as simple as possible, but not simpler.” — Einstein HSBC uses campaign copy that is short short, sweet and free of technical banking jargon. This makes it much easier to connect to a wider audience and tap into their emotions. Many of their ad placements being in transitory areas such as subway stations and airports make it crucial for the reading of words and imagery to be palatable yet easy to recall. DESIGNTHINKINGPRINCIPLES 26 — SECTION 3.1
  27. 27. — 27 It’s that global footprint that caught our attention and the fascinating world that their ad campaign reveals. I first saw the ads in the subway and find myself walking along inside the train to see the entire series. DESIGNTHINKINGRESULTS HSBC Airport Ads Share Remarkable Insight to Our World, Rev Blog Thesis Context, Sooyuny SECTION 3.2 — 27 Design Thinking Reactions 3.2
  28. 28. 28 — 4.1 Remarks Their ad campaigns continue to educate, surprise, and spark a conversation so continuous you wouldn’t believe campaigns are spread years apart. Ultimately this is what makes a successful campaign — a company showing us what most of us might miss, gains our trust and business. HSBC, whether tagged with the endline “world’s local bank” or not, has shown us that they operate as an interconneted agency, using their placements in local cultures to gain global scope and scale. 28 — SECTION 4.1
  29. 29. — 29 About Karen Design thinking by Karen Keung for Brick Street Software Karen Keung is an award-winning design student currently pursuing an Honours degree in design at the York University/Sheridan College joint program in Toronto, Canada. She possesses a fresh and clean aesthetic sense and hopes to continue to develop her skill set at the intersection between print and screen. She has a keen interest in learning, whether it is about successful advertising campaigns or types of chocolate.

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