HSBC approached Hub as they wanted to implement a strategy that targeted senior level decision makers in a range of organisations, from SMEs to multinationals, who were looking to expand their operation globally. HSBC chose to partner with CNBC as a distribution channel to access this target audience, primarily through a branded global webinar series that Hub would produce and implement.
It was our task to bring every element of the webinar package to life, from production to marketing. We designed a graphical title sequence, created in-show VT segments, studio-wrap designs, brand spot, online sign up digital registration drivers, and eventually rolled out a targeted email campaign, to directly attract an audience for the series. The campaign also included a sign-up registration, social campaign across LinkedIn, Twitter and Facebook, a global media plan as well as a period of promotion.
The webinar series consisted of three webinars and was themed around the complex subject of global trade, set in major financial city hubs around the world. Each webinar would focus upon a specific subject related to global trade. The campaign was designed to enable HSBC, as a brand, the ability to own the concept of a new age of global trade and position its senior executives as thought leaders in this broad economic space.
The format of each webinar started with a branded title sequence which was then was introduced by a professional broadcast television presenter. After introducing the subject matter and the panel, an animated scene setter was played to give a macro level view of the subject. An in-depth, thirty minute discussion was then streamed globally across the web. A 10-minute question and answer session from the online audience wrapped up the webinar.
Hub designed a graphical design language and implemented it across title sequences, in-show VT segments, studio backdrop designs to make the video content more engaging. We also created brand spots, online sign-up digital registration drivers to directly attract an audience for the series.
The webinar series was distributed via a targeted email campaign, across relevant social channels and across the CNBC network. A combination of digital banner ads, social and broadcast content drivers took viewers to a lead generation registration page where they were asked to enter the contact details in order to access the live and on-demand content.
To keep the conversation going and ensure that viewers were engaged in between the live webinar streams, Hub also created additional content for a branded blog on CNBC.com.
The webinars enabled HSBC, as a brand, to own the concept of a new age of global trade. It also helped to position its senior executives as thought leaders in this broad economic space.
“The project was a complicated global campaign involving TV, brand spots, online content and advertising. It was a great success exceeding target objectives.”
“It's not just one video we need to think about but how the different formats work across social media. We were really impressed with the amount of detail and depth that Hub have gone into.”
“What we loved about working with Hub is that they understood what we were trying to do in the industry and they took our brief and within a couple of days had a solution to that which fitted with what we had in our minds.”
“Steps to Investing brand needed to work across multiple formats from print to digital and had to be reassuring to a sceptical audience of savers. I’m really pleased with how the identity ended up and helped us launch a vital new service into the UK marketplace.”