To tie in with the brand work which stressed the importance of HSBC’s understanding of local markets, our little book of etiquette points out the benefits of offshore banking, while also extending a warm welcome to these potential customers by way of introducing them to a few of this country’s quaint charms. Designed as a little book of 1930s illustrated cigarette cards, the reverse sides display whimsical text on such subjects as ‘inclement weather’ and ‘warm beer’. The intention here is to charm the reader and raise a wry smile.

Extrapolated response rate based on enquiry rates by channel indicated a total response rate of 3.6%, or 639 new leads. This resulted in 479 new customers, far exceeding the campaign’s objective of 300.