A compelling customer-first campaign
Discovering the benefits of digital banking with Digital Transformation for Corporates.
Digital. It’s exciting and inspiring. Sadly though, in the banking world these possibilities often disappear under reams of technical jargon, without any indication of the benefits.
HSBC wanted to be seen as a digital leader in innovation by driving awareness of HSBCnet’s new, improved features and increasing use of the platform.
For us, this meant devising an attention-grabbing and thought-provoking way to represent both the tangible and intangible potential of digital transformation.
So how do you turn people on to the possibilities of digital innovation without turning off with the tech?
By leading with the customer.
Putting customers at the heart of the campaign
With an array of other competitor platforms on the market HSBCnet might not be the only one customers consider. So how could we cut through? Take the lead with insight and address pain points and customer frustrations.
A detailed analysis of customer personas led to the creation of five focus areas for the campaign, known as the ‘customer pillars’. Each pillar addressed a specific customer need and brought to the fore the features and benefits that would improve their day-to-day banking activities.
This led to our creation of the inspirational campaign headline – ‘What if everyday banking could be extraordinary?’
This was about highlighting the power of simplicity in digital banking and the transformative power of an evolved HSBCnet platform. It focusses on showing how the support of innovative new features can provide an enhanced perspective to their customer’s global banking.
We then created powerful headlines for each customer pillar, leading with the customer benefit and how each would help their business thrive.
At the core of our creative execution sits HSBC’s recognisable logo, referred to within HSBC as the ‘Thriving Hexagon’. Standing as a consistent, yet dynamically changing, symbol for HSBC’s role in the world, it demonstrates the transformative and powerful role HSBC plays in helping customers discover the benefits of digital evolution.
We coupled these visuals with the headlines for each customer pillar to create ads that align perfectly with the customer needs.
Once this overarching creative had been developed, we applied it to several formats including a campaign video, global marketing toolkit and HTML5 banners. We also created print materials such as fact sheets, exhibition graphics and lobby graphics for Canary Wharf.