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HSBC's new brand campaign in full swing
29 September 2003
HSBC’s new brand campaign is now in full swing with the second TV advertisement, ‘Wedding Present’, now being screened.
The first TV advertisement, 'Eels', contrasts the eating etiquette of the English and the Chinese while ‘Wedding Present’ contrasts Maltese and English culture.
The campaign is running globally on TV, in print and online, with TV adverts appearing on CNN, CNBC, BBC World, Bloomberg, Discovery and National Geographic, in addition to national terrestrial channels.
The online campaign on hsbc.com also kicks off this week with an interactive ‘minisite’ featuring a quiz on local customs across the globe.
Other features include insights into cultural trends and customs and links to local websites across the HSBC Group. Visitors to the site can also view the ‘Eels’ TV commercial in full.
Peter Stringham, Head of HSBC Group Marketing, said: "This new campaign is about HSBC's understanding of the impact of differences between cultures. We are not a 'one-size fits all' organisation. We have always believed that in order to prosper we have to adapt to suit the environments in which we operate.
"Our customers know that wherever in the world they see the HSBC logo they can expect to receive a world-class service delivered with an ingrained knowledge of local customs. This applies as much to individuals and individual communities as it does to the countries and territories in which we operate."
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