We Know Your World
We developed HSBC’s business banking platform, We Know Your World. Our campaign was built around the insight that every industry had its own sounds and words, its own secret language to anyone not ‘in the know’. Our ads used visuals and terms that only people in that industry would understand. Because if you’re a 5 to 15 million dollar company, switching business banks is a big deal, and that means going to someone you trust, someone that speaks your language and understands your industry in a way no one else does.
Our banner ads used language like ‘ad volerum’, ‘kaizen’ and other terms specific to the industries our ads were targetting.
We also pitched OOH and socials that were changed significantly, but I think the original concepts are still worth sharing.
Our outdoor billboards would be strategically placed near certain business sectors, using industry lingo unique to the audience who saw them.
On the social side of things, we wanted HSBC followers to speak what I coined as ‘Jobberish’, or industry specific language that sounds like gibberish to anyone not in your field.
On the social side of things, we wanted HSBC followers to speak what I coined as ‘Jobberish’, or industry specific language that sounds like gibberish to anyone not in your field.
