HSBC, one of the largest banking and financial services institutions in the world, serves millions of customers through its three Global Businesses.
As part of the ongoing challenge to ensure impactful, effective communications, HSBC required consumer insight on creative that was in development. Following the vote to leave the EU, there was a need to check the extremely successful, ‘We are not an island’ campaign was still working in as inclusive and motivating way as intended.
We conducted a suite of qualitative focus groups across a broad consumer base, in this notoriously inert, current account market. Aside from the qualitative groups, we also ran a neuro-science overlay in the form of facial coding.
The insight, and in particular the neuro-science overlay uncovered the need for some subtle tweaks to the over-arching approach and style, to ensure maximum inclusivity and consumer motivation, whilst not compromising on the need for creative standout.