HSBC is a globally recognised and trusted brand. Its international image has been built over decades, through campaigns that cemented HSBC’s position as “the world’s local bank”. But the brand’s international image is a double-edged sword.

While HSBC is a well-known global brand, HSBC UK competes with local high street retail banks. Its global scale and international credentials have led many UK consumers to feel it doesn’t really care about the UK community.

The brief was clear: we needed to localise and humanise the brand by bringing its global purpose “opening up a world of opportunity” to life, in a way that makes a big difference in British lives today.

We launched a campaign that dramatised the revolving nightmare of homelessness and financial exclusion and called everyone in the UK to help break the vicious circle facing so many Britons today.

Our integrated Vicious Circle campaign raised awareness of the issue and educated our audience on how to open up opportunities for the homeless in their community.

But we couldn’t just use the same tactics of bold placements and statements to land this sensitive topic. We had a limited budget and needed to punch above our weight.

So we took a non-standard approach to all channels, and found ways to demonstrate the vicious circle in media in new, exciting ways.

The aim was to be disruptive and drive talkability, to change perceptions of the brand.

Everything we did was aimed at dramatising the vicious circle though media placement and positioning.

At the heart of the campaign was a TV special spot – in fact a series of spots in one programme, Gogglebox – we aired 4 10s ads across 2 breaks as teasers, followed by a 60s beautiful film featuring a woman walking in circles being caught by barriers.

This 60s spot was introduced by a special Channel 4 intro frame where the channel broke their normal creative rules to make the “C4 blocks” spin in a circle to match the creative.

This was supported by impactful formats such as the UK’s best known circular OOH site - the London IMAX, curved screens, and continuous digital OOH formats.

We continued this open-ended media approach with print formats such as a central strip which allowed bold, ticker-tape creative to come to life and be more pertinent.

The campaign is proof that when a big brand prioritises social value it can make a very big difference. And is rewarded with big brand results. NB results do not represent impact of any other marketing activity.

• Social change:

To date, over 3000 NFA bank accounts have been opened.

• Employee pride: Initially trialled in one branch, expanded it to 185 branches.

• Brand reputation: 12% improvement “cares about its customers”.

• Brand affinity: 10% uplift.