HSBC preps a UGC campaign

Share this content:
I've just returned from getting my mid-day caffeine fix. While out, I was faced with the ambiguous creative that has been a part of international bank HSBC's "value" campaign. The campaign which I'd previously seen in TV ads, banners and airport runways displays the same image, say a dropped wallet with different value labels such as "misfortune" or "temptation."

Today, such unlabeled images were living larger than life in Madison Square Park with a camera crew. Red shirt clad street teams were eagerly handing out pins and notebooks in order to encourage passersby to record their own thoughts about what value the image held for them. The gimmick? They've set soapboxes in front of each image -such as a bottle of water, a pair of wedding rings and a series of office chairs -to underpin the banks policy of listening to its every potential customer.

This seems like a very straightforward way to turn the campaign into a user-generated effort and I'll be interested to see how it plays out for them. It's an example of how a very clear branding effort infused with experiential marketing suddenly becomes a direct opportunity. I'd be interested to see if the bank is making any real efforts to generate leads from what is large a publicity spectacle.

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

Bookmark this section and follow our RSS Feed here

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here