Emvies 2007: HSBC’s way of engaging different people

At the case presentation for Emvies 2007, OgilvyAction’s corporate campaign for HSBC raised the importance of capturing differing views

Each individual in this world is unique in her own way and has distinct opinions about things that matter. Based on this insight, the HSBC ‘Different People, Different Views’ corporate campaign was ideated by Contract Advertising globally. OgilvyAction was responsible for the activating the ‘Deferred Live’ idea among consumers in India and was shortlisted in the Best Media Innovation – Cinema category at the Emvies 2007.

The task for OgilvyAction was to extend this idea to Indians by borrowing from popular culture and creating personal involvement. The insight used was that Indians love to debate and have strong opinions on everything that’s going on in their contemporary environment. It was also found that Indians are very passionate about watching movies.

Emvies 2007: HSBC’s way of engaging different people

Keeping these two things in mind, OgilvyAction selected multiplexes in four major cities in the country and created HSBC Different People, Different Views debate junctions. More than 1,000 movie goers were interviewed about their opinions on topics of common interest and their comments were recorded on a camera. The two best dissimilar comments for each topic by the respondents were selected. Then, to create involvement with people at a personal level, these selected comments from the respective individuals were aired during the movie break. The activity helped in creating a unique engagement with the brand proposition.

OgilvyAction also demonstrated an on-the-spot example that engaged and enthused the audience present for the Emvies case study presentation. The agency caught up with various individuals who were entering the auditorium for the presentations and recorded their varied opinions on advertising awards. The best opinions were screened during the presentations and it was interesting to see people being stimulated by watching themselves on screen.

The agency claims to have created return of investment (ROI) for HSBC of close to 35 US cents per individual through this activity.

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