The “quirky” regional campaign features images of global icons from around the world such as a tuk tuk and New York cab set against historic sites from the region such as Stirling Castle to communicate its “global knowledge delivered locally” brand message.
HSBC has tailored the images and message of the campaign for each Scottish area to include local landmarks and nuances to resonate with the local community.
HSBC is targeting a “financially astute, premium” audience in the region through outdoor, press, direct mail, and magazine ads as well as advertising in venues such as rugby clubs.
Mark Greenaway, marketing manager at HSBC, says: “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.”
The campaign, developed by integrated agency Story, launches in Stirling today (22 August) and will roll out across Scotland throughout the year.