In September of 2008, HSBC marketing executives launched a new global advertising campaign called "Different Values." With the expressed purpose of better understanding what people value--not in terms of banking, per se, but what they value in their personal and political lives--the campaign stood as unique in the industry. Many saw this 2008 effort as an extension of follow-on to HSBC's "Different Points of View" campaign, launched in 2005, which had been developed around branding HSBC as "The bank that values different points of view." The 2005 campaign had replaced the bank's prior three-year "Cultural Collisions" campaign, continuing the bank long-term effort to integrate notions of cultural diversity into its company brand and advertising footprint. Much of the campaign was delivered through print media advertising, including a historic 24-page ad buy in New York magazine, and constituting a monopoly on advertising in the October 27, 2008 issue of the magazine. Many of the print ads contained clever combinations of common words and pictures arranged to highlight the variety of ways people interpret the same thing. For instance, one print ad featured the picture of a baby repeated three times, each time with a different word associated with it. "Love" appeared with the first baby picture, "Legacy" with the second, and "Expense" with the third. As a variation on this theme, other ads showed three different pictures each associated with the same word. One youtube spot which received a lot of attention during the campaign became affectionately known as the "Lumberjack Video." The style of the video is cinematic, with very few words spoken in the spot. The narrative depicted the arrest of a female environmentalist who participated in an anti-logging protest. Near the end of the spot, the woman is bailed out of jail by her boyfriend--one of the lumberjacks she had just protested. Tracy Britton, HSBC's Head of Marketing in the United States, said: "People's reaction to the campaign is a bit of a Rorschach test. It encapulates our global outlook that acknowledges and respects that people value things in different ways." A unique campaign in the banking industry, it captured the attention of the business and popular press, while raising interesting questions about the limits of the public discussion of personal and political values in the context of an advertising campaign. http://nexus.som.yale.edu/hsbc/?q=node/107
HSBC Launches "Different Values" Advertising Campaign as the Largest Single Issue Advertiser in New York Magazine History
The Evolution of "Your Point of View" Campaign Sparks Timely
Discussion of Global Values
NEW YORK--(Business Wire)--
HSBC, "The world's local bank," today announced it will unveil ten
new ads from its new "Different Values" campaign in the October 27...