** VIEW IN FULL SCREEN FOR BEST EXPERIENCE ** 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."

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 —
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
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 —
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
Online Flash banner ads.
Shown in successive animation (from left to right).
CAMPAIGN01YOURPOINTOFVIEW
SECTION 2.1

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
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 —
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
HSBC Bon Mauvais
Ewan McIntosh on Flickr
Licensed under CC BY 2.0
CAMPAIGN01YOURPOINTOFVIEW
SECTION 2.1 — 9

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
CAMPAIGN02DIFFERENTVALUES
SECTION 2.2

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
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 —
HSBC Durian Advertisement
Dedicated to Durians
CAMPAIGN02DIFFERENTVALUES
14 — SECTION 2.2

15. — 15SECTION 2.2
CAMPAIGN02DIFFERENTVALUES

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
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 —
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
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 —
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
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 —
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
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 —
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
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 —
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
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 —
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
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.