HSBC recently re-launched their Customer Telephone Services as HSBC Direct. The change of name was intended to reflect the fact that HSBC think of their contact centres as being more than just contact centres. These are instead places that offer customers a direct banking service which just happens to be over the phone.
Taking this message out to an audience of all backgrounds and ages meant showing people the range of things a career with HSBC Direct could mean for them beyond the obvious, narrow benefits of a traditional contact centre, while also giving a clear, realistic picture of the role.
At the same time, our communication materials had to get across the professionalism of HSBC, and the fact that candidates would be working for a highly successful global brand, without them looking like typical banking ads (which our research told us would put a lot of the right people off).
The ‘aka’ device allows us to meet all these challenges head on, while also creating a consistent, highly recognisable campaign that manages to be both accessible and aspirational at the same time.
Collateral included:
Local cinema Advertising
Billboard / Bus Shelter Ads
Poster
Press
Internal Refer a Friend Posters
Web Banners
Online Job Postings
Experiential Posters on Trailer Trucks
Giveaway Pillow Packs with Custard Creams
Awards:
RAD AWARDS 2011
SHORTLISTED – AUDIO VISUAL / BROADACST – HSBC ‘AKA’ CINEMA AD
THE RECRUITMENT BUSINESS AWARDS 2010
FINALIST – BEST CAMPAIGN – HSBC ‘AKA’ CAMPAIGN
CIPD RECRUITMENT MARKETING AWARDS 2010
FINALIST – BEST CAMPAIGN – HSBC ‘AKA’ CAMPAIGN