Brand: HSBC
As Account Director for Lowe Indonesia, my team localized HSBC's corporate umbrella campaign "The world's local bank" in the country. HSBC was a global system account and I served as the liaison with Lowe's Southeast Asia regional offices and London headquarters.
The brand positioning revolved around global strength with local understanding. The effort focused on the translation of the tagline, based on focus group inputs. We then developed local print ads accordingly. The creative idea was centered on the different meanings that symbols have in different cultures. For instance, the color red implies good fortune in China, bravery in Indonesia and danger in the UK - highlighting the importance for banks to be aware of and leverage local knowledge.
This was a successful global campaign localization where my personal experience and international background helped the agency anticipate and manage cultural sensitivities associated with the launch.
