Exame: HSBC Commercial Banking

- in BOBCM VOL II 2014, CASE STUDIES
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CHALLENGE
Exame was asked to associate HSBC Commercial Banking with relevant content about international trade aimed at a select audience of executives. HSBC asked for a special ad format within the magazine index (very unusual for a Brazilian magazine).

SOLUTION
A bespoke advertorial page with premium content about the global economy and international business was created and appeared fortnightly in the printed magazine. An exclusive space for HSBC was also created in the index footer.

RESULTS
This 2013 project generated a 2014 renewal with a larger investment. Many other advertisers are now interested in using the index footer space.
Advertorial recall research among readers achieved:

  • 80% stimulated recall rate
  • 69% of readers consider the HSBC advertising easy to understand
  • The information is interesting for 64% of them
  • 82% agree “content matches the magazine”
  • 77% agree “It is an advertisement that provides useful information”
  • 60% agree it “generates more sympathy for the brand that is advertising”

See Brazil 2014 Market Report by Patrícia Weiss

About the author

Justin Kirby is a consultant, educator and thought leader with a 20+ year career in industry as a digital strategist, producer and entrepreneur. He chairs and speaks at conferences around the globe, judge industry awards, and advise brands and agencies.