This is the story of how HSBC made its international brand heritage relevant to the UK again – at a time when the country had decided to close itself off from the wider world.
Faced with declining brand metrics, we knew we needed to make people re-evaluate us as not just a bank for wealthy foreigners, but one that was committed to the UK. And we needed a radical new creative approach that would cut through an increasingly challenging competitive environment.
We focused on the insight that, just like HSBC, the UK has thrived through staying open and connected to the wider world. Our ‘Global Citizen’ campaign in January 2018 established HBSC UK’s point of view that we’re better when we’re connected to something far, far bigger by pointing out how the things that make us quintessentially British are also inescapably international. We followed this up with 3 further campaigns promoting our values, culminating in ‘We are not
an island’ in January 2019.
The topical resonance of our brand point of view catapulted HSBC UK...
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