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HSBC's "Right Fit" #2 in The Straits Times
Leafing through the "main" section of today's Straits Times we could hardly believe our eyes when we found another HSBC "Right Fit" advertisement that reflects most of our proposed changes (click here for the changes we proposed). Here it is: Whilst there is improvement in terms of slogan presentation and body copy, two further improvements can still be made. First it to remove the picture of the TV. Giving away a TV to each new HSBC Premier customer is a great incentive, but a big black square on your ad is highly unappealing. Let your brand and the aesthetic of the ad do the talking, not the unnecessary peripheral details. Second, the use of space is still far from optimal – in particular the white space in the bottom right-hand corner. Whilst we do not know if such space allocation is directed by their branding template (of which Standard Chartered is often a victim, albeit in terms of slogan – see here), we do know that if it was up to us we would put the body copy next to the call to action (d
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