Feature

IPA Effectiveness Awards 2010: Best International - HSBC

Sponsored by Viadeo

Title: How a brand idea helped create the world's strongest financial brand

Client: HSBC

Entrant: JWT

Authors: Ian MacDonald, Orlando Hooper-Greenhill, JWT

Credited companies - Creative agencies: JWT, all TeamHSBC agencies

Media used: Ambient, direct marketing, interactive, magazines, mobile/apps, newspapers, online display, outdoor/poster, PR, radio, search, TV, website/microsite

IN A NUTSHELL

HSBC's 'The world's local bank' established a strong global identity, generating an estimated incremental growth of $69.87 billion worldwide between 2002 and 2008, and representing payback of between $3.44 and $7.88.

SUMMARY

HSBC wanted to create a brand with meaning and value that would help establish a strong global identity and image. "The world's local bank" was a brand idea born of a belief in embracing the variety and richness of culture in the world. It was launched in 2002, marrying brand, marketing and business strategy. It created unity out of global diversity, and inspired multiple marketing campaigns around the world. An estimated incremental growth of $69.87 billion was generated between 2002 and 2008, helping to weather the recession and representing a payback of between $3.44 and $7.88.

JUDGE'S COMMENT

This case study is proof that it is possible to build a strong global brand in a category that is not known for strong branding. Through consistency and long-term commitment, HSBC successfully came through a crisis.

John Petter, managing director, BT Retail Consumer.

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