Putting the fizz Into finance: Why HSBC embraced a new emotional advertising model for a new global positioning

This article explains how HSBC used research to inform the development of a global emotional advertising campaign.

Putting the fizz Into finance: How emotional advertising helped HSBC change its global image

BrainJuicer and HSBC

Summary

HSBC's "Lemonade" ad is a very different kind of financial services ad – concentrating on humour and emotional appeal rather than pushing product claims. A lot was riding on this ad – it was the first of a 'new era' of HSBC advertising positioning it as the world's leading international bank.

This submission describes how this feel-good financial ad came to be, and how well it worked – presenting a unified global message, improving brand image and leading to unexpected sales gain....

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