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HSBC

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Client: HSBC

Location: Digital and Hong Kong

Type: Creative campaign

Expertise: Event logistics and production

Services: Creative content development

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The HSBC Global Brand Campaign was brought to life through a multi-channel approach, designed specifically for an internal audience. This initiative aimed to engage key internal stakeholders across various touchpoints, culminating in an interactive live event during Brand Week.

the challenge

Targeting Managing Director-level colleagues with a personalised outreach. A bespoke ‘lifestyle’ magazine was created, offering an in-depth look at the campaign’s creative framework, the new brand advert, and strategic brand partnerships.

The magazine was designed to evoke the feeling of an in-flight lifestyle magazine, aligning with HSBC’s airport strategy, a key channel for the new campaign.

The magazine provided a comprehensive breakdown of HSBC’s brand evolution, ensuring senior colleagues were aligned and engaged with the new approach.

the result

The campaign culminated in an interactive live event at the Hong Kong office, where Level 28 was transformed into an immersive experience zone, allowing attendees to explore the themes from the Life’s Corners magazine.

A life-size aeroplane cabin mock-up housed the HSBC airport strategy and offered a chance to view behind-the-scenes footage of the new brand advert.

A creative construct zone showcased the campaign’s creative approach and its application across global markets.

Another dedicated area demonstrated how HSBC is launching new brand partnerships to reach new, diverse, international audiences.

Our deliverables included:

• Multi-channel campaign strategy and execution for an internal audience

• Content creation and design of the Life’s Corners magazine for Managing Directors

• Running order input and design

• Full design, content creation, and delivery of the interactive event as part of Brand Week within the Hong Kong office

• Event execution at HSBC’s Hong Kong office

A big thank you to the team at mcm and many colleagues across Brand and Communications who helped to make this happen

HSBC
Brand and Design Lead, Global Internal Communications

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