Cannes Lions

RETIREMENT PRODUCTS AND SERVICES

BELL POTTINGER BUSINESS & BRAND, London / HSBC / 2012

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Overview

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Credits

OVERVIEW

Description

In 2011 we were challenged to inject a fresh approach into the Future of Retirement programme.

The brief was to deliver a global piece of thought leadership with the power to establish HSBC as the world’s leading name in retirement planning. We were given a set of ambitious targets:• Distill 17,000 consumer questionnaires into a global campaign with international media traction;• Act as the global hub for all PR and social media activity;• Mobilise HSBC’s network of local teams worldwide;• Deliver coverage with 95% favourability and 80% message penetration; • Meet an advertising value equivalent target of $7m.

In response, we scrutinised the data collected and developed globally relevant stories to generate widespread coverage. We harnessed HSBC’s local teams by conducting international training to help them understand the findings, utilise the global toolkit and confidently communicate our campaign.

We reached out to over 1,000 international journalists to notify them of what was to come. We issued embargoed press releases and used an array of platforms to amplify the results post-launch including print, online, broadcast and social media. As the global communications hub, we systematically continued our international outreach to leverage all local opportunities and carefully field enquiries.Blanket international coverage was achieved and the social media buzz generated was unprecedented. A staggering 1,856 pieces of coverage were achieved worldwide with a corresponding Advertising Value Equivalent of $11m. HBSC’s 2011 Future of Retirement campaign smashed it targets and successfully position HSBC as the definitive voice in retirement planning.

Execution

Once the themes of our campaigns were finalised, we harnessed the resources available within HSBC and engaged their retail, wealth management, insurance and communications teams around the world. We flew to Sao Paulo, New York, Paris, Dubai, Hong Kong and Singapore to conduct workshops to help teams understand the findings, develop story ideas, apply robust media relations plans and confidently communicate our campaign.

Ahead of the launch, we reached out to a database of over 1,000 international journalists both in person and through channels including LinkedIn and Twitter. 2 days before each report kicked off, we issued embargoed press releases and then used an array of platforms to amplify the results post-launch including print, online, broadcast and social media. As the global communications hub, we systematically continued our international outreach to leverage all the local opportunities available and carefully field queries to reach our goals of comprehensive and favourable coverage.

Outcome

By lunchtime on launch day we had secured interviews and features with broadcast platforms including BBC World Service, Sky News, CNBC and Reuters TV. In the UK, news bulletins on the BBC, ITV and regional radio stations ran the campaign throughout the day and an HSBC spokesperson conducted live interviews from the bank’s trading floor.

Blanket international coverage was achieved, beginning with UK publications such as The Daily Telegraph, The Times and The FT. This was followed by every major international newswire and subsequent global coverage from outlets spanning China Daily to Le Monde.

Advertising Value Equivalent escalated to an unprecedented $11m, not only exceeding the $5m from the previous year, but the $7m target. 1,856 pieces of coverage were achieved worldwide, with 100% message penetration and 99% favourability. In total, 2011’s Future of Retirement campaign represented a 5:1 return on investment, making it the most successful for HSBC yet.

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