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HSBC Business Banking: globally impressive, locally confusing?
CLIENT: HSBC PRODUCT: HSBC Business MEDIUM: Print/The Straits TimesMARKET: Small- and medium-sized businesses in Singapore ATTRACTION: HSBC’s advertisements are often breath of fresh air. They are typically colourful, culturally acute, and aesthetically interesting. In this case the aesthetic clearly depicts "international trade", and will resonate with small businesses in Singapore, which has long served as a trading hub for the region and beyond. POSITIONING: Full-page ad in the Business section of The Straits Times. Their consistent and highly entrenched brand positioning as “The world’s local bank” immediately helps position this ad as one that caters to businesses with an international outlook. ANALYSIS: The visual dominates, showing a Chinese businessman overseeing the loading of boxes of wellies into containers for distribution to different markets around the world. The combination of three distinct elements – the Chinese businessman, the colourful wellies, and the industrial containers
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