Eight agencies were involved in developing the campaign, with Ogilvy curating the influencer shortlist for the U.S. with Ng revealing she pays close attention to every aspect of the campaign, including the variations in regional campaign assets before they are released.
Measurement of its performance will include incremental response rates and a desired increase in traffic to the dedicated website.
Developing faith in the financial sector
In March, the U.S. saw the second biggest bank collapse in its history with the closure of Silicon Valley Bank (SVB), creating nervousness around the world about how well prepared the financial sector was following recent macroeconomic difficulties.
Within hours HSBC acquired, through HSBC U.K. Bank, the British entity of SVB for 1 British pound to avoid it closing altogether.
The weakness of SVB was a dent to the faith of the global financial sector, with further banks being saved from closure since.
Discussing how the international campaign will help to strengthen faith in the brand and wider financial sector, Ng says that the customer proposition has been developed in recognition and support for “their paint points.”
“We are really committed to our customers right now. It’s a good signal to the market and to our customers that we’re here for them,” said Ng.
[ad_2]
Source link
