Is HSBC’s Position as a ‘Worldwide Local Bank?’ Even Possible?
HSBC tries to position itself as a “globally local” bank in this minute-long TV spot about cultural differences.
After showcasing a couple things you shouldn’t do with your hands and feet in other countries, the ad concludes with the tagline, “The world’s local bank.”
Some American management consultants
recommend having meetings standing up to save time.
Which wouldn’t suit this Japanese chairman,
who likes to take the time to
contemplate what is being discussed.
It’s fine to get some shuteye in Thailand,
but not like this. Showing the soles of your feet
is one of the rudest things you can do.
And this hand gesture in parts of Greece
would also be found appalling.
At HSBC, we never underestimate
the importance of local knowledge,
particularly when it comes to your money.
Because what we learn in one country
can directly benefit our customers in another.
HSBC. The world’s local bank.
This article © 2012 by The Financial Brand and may not be reproduced.
Related Articles From The Financial Brand:
- Aussie Bank Goes Nuts With Massive Guerilla Push
- Goldman Ads Can’t Kill ‘Vampire Squid’ Image
- ING DIRECT Ads Star Naked, Creepy Ape
- Ally Irritates Kids (and Bankers) with More Spots
I love this spot! (Ok a lot of it has to do with the fact that I’ve been to Thailand and have experienced that part of their culture.) What is conveys to me as a consumer is that HSBC is not only a bank big enough to take me worldwide, but also “in tune” enough to help me once I get there.
[...] HSBC – The world’s local bank. « ARTICLE » [...]
[...] has been positioning itself as the “worldwide local bank” for a while now. They are a bank that takes pride in understanding the subtleties of cultural [...]
[...] has been positioning itself as “The World’s Local Bank” for a few years now. The Soapbox campaign is part of what the bank calls “an ongoing [...]