We encouraged HSBC to think outside the box — by encouraging people to stand on one. On July 16th, at Madison Square Park HSBC invited all types of New Yorkers to stand on soapboxes and share their values on topics ranging from immigration to children to technology. They were encouraged to share what they valued so that in turn, HSBC could better meet their unique needs. These shared values were captured and broadcast via a 360 “surround sound” approach including three TV spots, radio, print, online, social media, PR, and out of home to increase visibility. We also focused on “never been done before” programmes that would garner additional buzz and impressions through PR like a digital partnership with New York magazine featuring a forum of their most prolific commenters and web channel with 15 videos of real, unscripted New Yorkers, and an innovative and highly engaging website.

The soapbox was more than a metaphor, it was a megaphone. Over 800 New Yorkers stood on soapboxes. Thousands spoke up online. Millions watched the TV spots. There were 2,932,470 media impressions including WSJ Digits, a WSJ Op-Ed piece, and event photo in New York Times and an additional 50,000+ MeetUp impressions. Brand awareness and affinity? We increased both by 80% YOY.More importantly, HSBC listened and changed the way it did business: They enlisted specialists for the GLBT market; set new reduction targets for water use and CO2 emissions; and announced a $10 million children’s education global initiative.