Last week, I wrote about a "bad profit" experience (for the full note: I went to the Lobby)...Guess what I was rewarded with a better experience, the same day! Not yet a "good profit" experience, but who knows, soon maybe (some of you may actually contribute to this, if you are a customer of HSBC, the bank).
Here is the story.
As I was walking towards the train station, my attention got caught by the new HSBC advertising campaign (below is a shot I took showing one of the posters they use).
"to be open to the world is to understand people's different point of views"
The reasons the ad did get my attention:
1) it really tries to be people oriented through the words and the visual combination, implying that we are all different,
2) I fully relate to the "half empty/half full glass" visual, as I use this metaphor a lot when I explain how words are so important to truly get the message across: the same idea or message may be expressed differently and still mean the same thing, only the words used will make a message more or less impactful and persuasive (this is specifically important for WOM messaging and for advertising and communication in general although in my experience, the advertising testing industry does a pretty bad job at highlighting and measuring this).
The visual (for me), really speaks to HSBC point: "understanding people's different point of views" .
I then checked online to find out more, and I was really nicely surpised to see that HSBC was trying to expand the experience I got offline with a mini site:
The site provides an ability to start the dialogue through a first set of questions about my point of views, and others' point of views on many topics (sports, food, etc.) . Upon registration, and after answering very short questions, you are then invited to freely comment further on a blog about the topic of interest (they state that they will not use my personal info for business purposes, I will let you know if they do, trust me!).
So, I am not a customer of HSBC, but:
- am positively inclined towards the brand thanks to its willingness to connect with me: they really made a difference in my mind!
- now, I am looking to get more info about HSBC and the way they treat customers, but guess what, not from HSBC itself, but from customers of HSBC, evangelists of HSBC.
- I will ask these HSBC customers two simple questions: 1) "How likely would you recommend me banking with HSBC?" (sounds like Net Promoter Score no?), and 2) "how true and real is HSBC campaign about making a difference with its customers (vs other branks you know)?"
I welcome any answers/insights to the above questions to either positively "close the loop" with my first initial impressions, and push me to try HSBC, or simply confirm indeed that, as Seth Godin states, "All Marketers Are Liars".
Please help me....:)