THE FUTURE OF RETIREMENT by Bell Pottinger for HSBC

Adsarchive » Promo , Case study » HSBC » THE FUTURE OF RETIREMENT

THE FUTURE OF RETIREMENT

Pin to Collection
Add a note
Industry Banking & Financial Services
Media Promo & PR, Case study
Market United Kingdom
Agency Bell Pottinger
Director Christine Johnson, Adam Powell
Released May 2011

Credits & Description

Category: Best International PR Campaign
Advertiser: HSBC
Product/Service: RETIREMENT PRODUCTS AND SERVICES
Agency: BELL POTTINGER BUSINESS & BRAND
Managing Director: Kevin Read (Bell Pottinger)
Head of Marketing/Global Insurance: Phil Sellers (HSBC)
Consultant: Pouneh Bligaard (HSBC)
Director: Christine Johnson (Bell Pottinger)
Director: Adam Powell (Bell Pottinger)
Associate Director: Emily Luscombe (Bell Pottinger)
Senior Account Manager: Carolyn Irwin (Bell Pottinger)
Senior Account Manager: Samia Yakub (Bell Pottinger)
Senior Account Executive: Emma Ballantine Dykes (Bell Pottinger)
Senior Account Executive: Tim Carlton Jones (Bell Pottinger)
Account Executive: Katie Swain (Bell Pottinger)
Account Executive: Rebecca Lloyd-Wright (Bell Pottinger)
Media placement: 1st Report Media Launch - UK, France, Hong Kong, Singapore, Malaysia, India, China, South Korea, Taiwan, Brazil, USA, Canada - 26/05/2011
Media placement: 2nd Report Media Launch - UK, France, Hong Kong, Singapore, Malaysia, India, China, South Korea, Taiwan, Brazil, USA, Canada - 26/10/2011

Summary of the Campaign
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.

The Situation
In 2005 HSBC commissioned a piece of academic research to explore retirement trends around the world. After being well received internally, the strategic potential to grow HSBC’s reputation for retirement insight became apparent. We were therefore appointed to develop the research into a definitive international PR campaign. After 5 successful years, we were challenged to inject a fresh approach into the programme. The brief was to position the campaign as a piece of global thought leadership that showcased HSBC’s deep understanding of its 89m customers worldwide and claimed its stake as the world’s the leading voice in retirement.

The Goal
2011 was the most ambitious year for the Future of Retirement programme yet. Our goals were underpinned by 4 objectives:

1. Discover new retirement insights;
2. Build HSBC’s awareness and credentials in retirement provision and wealth management;
3. Support marketing and sales activities;
4. Improve employee engagement.

We were responsible for influencing the themes and distilling the results of 17,000 consumer questionnaires in 17 international markets. Our challenge was to act as the global hub for all PR and social media activity, with a mandate to achieve 95% favourability, 80% message penetration and an Advertising Value Equivalent target of $7m.

The Strategy
Collecting data from 17,000 people in 17 countries required a robust strategy focused on delivering results at local and international levels. Meticulous planning, engagement with HSBC’s worldwide teams and developing an arsenal of high quality press materials were all critical to our approach, ensuring a timely and consistent campaign.

To maximise the richness of the findings, they were split into 2 reports; The power of planning (May) and Why family matters (October).

The strategy behind their launch was to focus on stories of both a local and international appeal to generate widespread coverage and reinforce HSBC’s global reputation. Our launch campaign therefore centred upon the East-West divide, warning that developed countries were lagging behind fast-growth markets in their preparation for retirement. We also devised creative segmented campaigns to showcase regional results, such as in the UK where we identified an ‘Ostrich Generation’ who are failing to save for later life.

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.

Documented Results
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.