J.Walter Thompson London has enabled HSBC to be the bank that supports people’s ambitions.
The 2015 campaign began with the understanding “that every individual success story has its own supporting cast. For this audience, dreams are made reality thanks to their support networks – those people who motivate and support them, and keep them aiming higher.” And that understanding led first to a TVC called Pink Ladies, that relaunched HSBC’s Advance bank account over Christmas and at the beginning of the year.
The TVC was supported by documentary film content that told real stories of ambitions achieved with the help of a support network on an interactive content hub. Users were able to view the long form content and create their own ‘thank you’ films to send to people who have helped them along the way. The campaign also featured photography shot by local photographers in key markets around the world, and crowd-sourced imagery demonstrating the power of support networks.
Now J.Walter Thompson has launched a new campaign to underpin the bank’s work to support the ambitions of everyday British people and communicate that HSBC prides itself on the positive difference it makes to the communities it serves.
The creative makes HSBC pivotal to achieving Britons’ four main ambitions: buying a dream home, giving their children a good education, running their own business and growing their business internationally.
Four online hubs (one for each ambition) allow people to find out how HSBC’s knowledge and experience can help them. The online resources include mortgage and education calculators, business plan guides and real-time global trade intelligence.
This campaign is running from June 1 to July 6 across printed and digital outdoor, national and regional press and digital titles.
Creative credits:
Creative agency: J. Walter Thompson London
Executive creative director: Axel Chaldecott
Creative directors: Bill Hartley & Giles Hepworth
Creatives: Mia Silverman & Sophie Browness
Planner (creative agency): Gary Armitage
Global director in charge: Joseph Petyan
Business director: Luke Kenny
Account director: Nick Hird
Project manager: Harriet Lea
Media agency: Mindshare
Media planner: Aaron Quirk / Mike Enness
