There are all sorts of considerations involved in the decision to work abroad: financial, family, professional. We tapped into those, creating stories that would allow us to introduce HSBC as a natural facilitator. Each story ended by saying that if you have aspirations, HSBC can help you realise them – because I want more, I bank offshore.

New offshore accounts opened in 2002 reached over 21,000. Almost a quarter of these new accounts were as a direct result of this campaign.