HSBC Premier gets personal in global rebranding campaign

HSBC Premier has launched a global campaign to rebrand its HSBC Premier banking service from a bank account into a wealth management service.HSBC has introduced a new slogan "Your Personal Economy in Good Hands" to run with the global rebrand.Globally, the campaign covers Hong Kong, Brazil, the UK, Singapore, India, Malaysia, UAE, France, the US, Taiwan, Argentina and Australia.A new look and feel of the brand follows from that re-positioning. The campaign begins with a six-part series of online documentary-style videos discussing personal economy, aimed at HSBC Premier relationship managers.Next are three TVCs promoting a brand image of calm, confidence and contentment for current and prospective Premier clients, supported by over 40 static ad visuals placed in print and digital media, out-of-home displays and in-branch promotional materials and displays.Andrea Newman, global head of advertising and marketing communications said, "We took an inside-out approach to this re-positioning, starting with relationship managers, moving throughout the whole organisation itself and onto current clients, creating content for each audience.""The TVCs' job is to give a real sense of what it feels like to be an HSBC Premier client."Below is the only TVC that has been aired so far, centered on cycling:Once the other two TVCs are launched, they will run until September on regional TV channels showing in Hong Kong."The creative idea was to provide a visual and visceral glimpse of the feeling that you get from being a member of HSBC Premier," Richard Huntington, chief strategy officer of Saatchi & Saatchi London, the creative agency in charge of the campaign.He says the six-part series online documentary series for relationship managers was designed to equip them with new ways of thinking about their clients' lives through the lens of their personal economies.Below is one of the short documentary films in the series:Huntington said, "The concept was based on a major global research project conducted in multiple markets which uncovered a new picture of the globally affluent audience and allowed us to use insight and empathy when communicating with this diverse group of individuals."Just like the TVCs and documentaries, the static ads in the campaign also leverage the empathy of viewers and moments they may encounter in their personal lives.[gallery link="file" ids="60097,60095,60096"]"The print, digital and OOH concept brings to life our customer’s personal economy by capturing personal moments and overlaying a graphical element to represent their own unique economy with the key headline message leading on the new, personalised approach: 'We focus on the most important economy in the world. Yours,'" Huntington said. Campaign Credits:Client: HSBC PremierHSBC Global Head of Advertising and Marketing Communications: Andrea NewmanAdvertising Agency: Saatchi & Saatchi LondonExecutive Creative Directors: Kate Stanners and Paul SilburnCreative Directors:Campaign concept and print: Mark Norcutt and Laurence QuinnOnline documentary series: Adam AlexandroniTV: Gavin Kellett and David HilliardPlanners: Richard Huntington, William Poskett and Natalie Lee-JoeAccount Team: Charles Pym, David Anson, Jack Hussey and Daniela AltiparmakovaMedia Agency: Mindshare Worldwide