Solution

We launched www.yourpointofview.com , the focal point of an ongoing global communications campaign, to celebrate the world’s different perspectives – a place where people are able to share their different points of view on a range of topics, from ‘Violent video games’ to ‘Cloning’, to ‘Paparazzi’.

To stimulate people to take part in the project, a global TV, print and on-line advertising campaign was developed, reflecting themes, points of view and insights that showed difference at every level: Cultural, Local, Individual.

The campaign was designed to resonate with people’s interests and the issues that affected them so that they would make real connections with others around the world and the HSBC brand.

Within two months, 1.4 million people from Guam to Antarctica had spent time interacting with the project (and the HSBC brand) online.

Within the UK, as a direct result of this campaign, more people believe that HSBC is a brand that ‘respects other people and cultures’ (51%, up from 35%).

There has also been a significant increase in the numbers of people who strongly agreed that HSBC is a ‘brand I can trust’ (35%); ‘appropriate for me personally’ (33%); ‘open minded and flexible’ (23%); ‘warm and approachable’ (28%) and ‘comes up with fresh ideas for new products and services’ (31%).