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HSBC 'Bongos'

Agency: JWT

Client: HSBC

HSBC has unveiled its biggest worldwide advertising campaign since “the world’s local bank” in 2002.

This time its to promote the launch of HSBC Premier, the world’s first and most comprehensive international banking and wealth-management service aimed at mass affluent internationally-oriented customers.

Premier is a clear manifestation of what the world’s local bank means to HSBC’s customers.  It is an international banking service that travels with the customer, which means they receive the same level of recognition and high quality of service in each of the 35 countries and territories in which HSBC Premier operates.

Developed by HSBC and WPP’s teamHSBC including JWT, MindShare, Aviator and RMG the campaign will run on TV, in print, online and will appear on BBC World, CNN International, National Geographic, Discovery Channel and in The FT, Newsweek, The Economist, Conde Nast Traveller and Fortune.

It will also be shown in nine of the world’s major international airports as well as local airports across the globe.

The campaign combines print, film and online advertising and consists of four films, which were shot on location in Paris, Thessalonika, KL, Vancouver, Mexico, San Francisco and Hampi.

Adam Hinton led the photo shoot for the eleven print executions, which totalled 36 days and spanned 12 different countries and territories.

The campaign proposition derives from one idea, 'Latitude', which is about delivering joined up banking all around the world and in so doing giving people more 'latitude' to explore the world's opportunities.

Head of Brand Communications, HSBC Holdings Plc, Andrea Newman, said, “It has been an amazing experience to work with so many WPP partners on this project.

“We believe that we have developed a global campaign that truly defines the meaning of "the world's local bank" and have truly brought our brand promise to life.”

She added, “The television commercials take an emotionally engaging approach, dramatising the product benefit via human stories demonstrating how HSBC Premier can help people explore its opportunities by joining up different parts of the world."

CEO teamHSBC, Toby Hoare, added, “It’s been great to work with HSBC in shaping a campaign that will continue to deliver the brand message both internationally and on a more local level through the customer experience.

“HSBC Premier truly is a brand idea that is relevant at every level of the organisation, in every discipline, across every channel.”

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