Integrated campaign from HSBC to highlight Scottish branch network

An integrated campaign to raise awareness of the expanded branch network of HSBC in Scotland will go live today.

Created by Story, the campaign will target a premium Scottish audience with a series of local campaigns across outdoor, press, direct mail, magazine, rail station ad gates and targeted venue media.

Stirling has been chosen as the location for the roll out of the campaign before reaching other parts of the country later in the year.

The campaign features Scottish and global iconic images in highlighting the HSBC message ‘global knowledge delivered locally’, including New York taxis, Thai tuk tuks and Indian Buses against backdrops such as Stirling Castle.

Photography will be tailored for each of the local areas that the campaign breaks within.

Mark Greenaway, marketing manager at HSBC, commented: “Our branch opening strategy in Scotland demonstrates our commitment to both existing and potential customers, so it’s important for us to communicate this as effectively as possible. We chose Story to create the campaign as they have an expert understanding of the local market. This campaign translates the brand so that it sits perfectly within a local context.”

Dave Mullen, creative director at Story, added: “We needed to ensure that the essence of HSBC’s brand was very strong, in a landscape dominated by Scottish banks. The challenge was not only to make their message of global knowledge relevant to an affluent Scottish audience but also to bring it to life.”

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