A floral theme was used for the entire HSBC. Each zone rode on one type of flower to manifest the benefits of each HSBC product. We cleared up all other advertisers within the zone and utilised all possible advertising spaces, such as pillars, walls, light boxes, floor, escalators and even planted flowers so as to imitate a garden. Passengers in the hectic MTR environment could therefore enjoy a totally refreshing floral garden.

The campaign generated remarkable awareness of 58%.

HSBC brand position has been improved “Liking” of Ad improved from 56%* to 73%.

“Good impression of the Bank” improved from 48%* to 67%. The campaign also earned significant publicity; almost all key newspapers reported the campaign. Result of previous branding campaign.