Insight: 90% of professional services are bought on recommendation.

Creative: Create credible advocates of HSBC Commercial banking that the peer group will trust.  Using HSBC customers we told 10 Stories of SMEs working in partnership with HSBC locally and internationally (when the campaign went global). The content ran both as brand editorial and as endorsement advertising. 

Media: TV aimed at business people and Online.

Results: 10,000 new accounts in year 1 when online only.

In 2008, 92% of online click throughs watched 'all the way through' i.e. fully engaged.

Of which 72% clicked through to HSBC.com to 'find out more' about product and services.