HSBC and Saatchi & Saatchi unveil global relaunch of HSBC Premier.
Saatchi & Saatchi London and HSBC have created a globally integrated campaign for the relaunch of Premier, HSBC’s premium banking and wealth management proposition. The new positioning for HSBC Premier is ‘Personal support, for your Personal Economy”.
Saatchi & Saatchi and HSBC took an inside-out approach to the relaunch, starting with HSBC’s own relationship managers to better understand the real challenges that their clients face.
Extensive research, consultation and interviews with both RMs and clients revealed the insight that high net worth individuals across the world have one major characteristic in common: they each have their own individual, highly personal economy. Interconnected to all aspects of their lives – whether home, family, work, experiences or passions – their personal economies are always with them, always changing and need care and attention in order to grow.
The campaign incorporates TV, print, digital display, an online documentary series and an exclusive takeover of the iconic HSBC-owned jet bridges at the brand new Heathrow Terminal 2B.
The campaign will launch globally including key markets such as: US, Canada, Brazil, Mexico, Taiwan, China, Hong Kong, Singapore and UAE. Local market campaigns will also roll out in addition to the global activity across 15 markets throughout the year.
Three global TV ads will break in June. The films take a dip into the stress-free world of being a HSBC Premier client.
Saatchi & Saatchi has also created and produced a documentary series, “Exploring Personal Economy”, using interviews with and subsequent insights from an affluent audience in Paris, New York, Sao Paulo, Singapore and Dubai. The series is narrated by presenter and economist Charles Davis, and hosted on the HSBC Premier ‘Personal Economy campaign hub’.
A print campaign will run across premium business and leisure titles globally, as well as in HSBC’s branch network, with a suite of more than 40 images.
Andrea Newman, the Global Head of Advertising and Marketing Communications at HSBC, said: ‘Saatchi & Saatchi have made an outstanding contribution creatively and strategically to help HSBC with this exciting proposition relaunch. They have pushed us to develop and deliver our most integrated marketing campaign to date’.
Kate Stanners, Creative Partner at Saatchi & Saatchi London, said: “It’s been a privilege to work with HSBC on such an important relaunch for the HSBC Premier brand globally. In creating a campaign that shows people a very different way of thinking about their financial life, how it is quite simply part of everything they do, we have been able to introduce a new language both internally and externally”.
Originally launched in 2007, HSBC Premier targeted a global affluent audience with a tailored service, providing their clients with their own relationship managers, and offering products and services such as credit cards, loans, savings accounts and investment products, with a focus on international reach and services.
The relaunched offering will now also give clients a suite of wealth management products, including investment advice and portfolio management, protection, retirement, legacy planning and education investment.
Media has been booked through MindShare.