HSBC l OOH Campaign
Help HSBC gain back the top-of-mind for Gen Z consumers
Preview:
How can HSBC reclaim it’s title as ‘World’s Local Bank’ and remind young consumers to think of them when they bank internationally?
With the record high business and leisure travelers in the market, we've decided to utilize one symbolic object they rely on everywhere they go - the charging adapter. By aligning the HSBC logo with simple graphic icons of different adapters worldwide, we can communicate how international banking should be as easy as plugging them.
Role :
Ideation / Research
Copywriting
THE BRIEF
Problem:
Young people don’t think of HSBC when it comes to international banking anymore.
With "World's Local Bank.” as the slogan, HSBC was the banking hub, and businesses came to them for market insights and expertise to expand into the new market.
But as time went on, many fin-tech companies and other banks started to offer or sometimes even better finance products than HSBC, which had impacted the global image HSBC had built for years.
Insight:
Traveling is on it’s rise.
UNWTO data shows that international tourism almost fully recovered from the COVID-19 crisis in 2023, with many destinations reaching or exceeding pre-pandemic revenues. In addition, 67 percent of tourism professionals predict that the outlook for international tourism will be better or much better in 2024 than in 2023.
With travellers and Internationalists at its audience, how can HSBC communicate the power of its global network?
THE SOLUTION
Let’s use the most symbolic object for travelers; the travel adapter.
THE CREATIVE
Adapt the World
One of the essential items for international travelers is a travel adapter, which connects outlets in different countries. HSBC will launch its own hexagon travel adapter, representing not only its logo, but also connection and networking.
OOH
To reach travelers globally, we used diverse communication methods. This includes billboards and wild postings strategically placed in bustling city centers and airports, and targeted advertisements on prominent travel booking sites.
We will also utilize various transportation platforms, such as taxi screens and double decker buses to capture the attention of travelers wherever they may roam.
Social Media & Partnership
We will distribute red adapters to business travelers and influencers worldwide. These adapters not only serve a practical purpose but also symbolize our dedication to fostering diversity, inclusiveness, and environmental responsibility.
