BITE Insight

Wander through an airport and chances are you’ll see a familiar logo waving back at you. Nestled in amongst the Dixons, Boots and WH Smith’s that never fail to pop up in departures, HSBC has for many years cemented itself at the forefront of a traveller’s consciousness.

They recently worked with Saatchi & Saatchi on one of the world’s largest OOH campaigns: 79 creative executions across 17 airports in nine countries. Together We Thrive comes as part of the brand’s overarching desire to connect the world, with the campaign aiming to reach more than 900 million people a year.

HSBC campaigns have adorned many an airport for years. They were the brand that initiated the jet bridge ad at London’s Heathrow airport in 2001.

The latest ads will reflect the nuance and culture of each airport and country, focusing on appealing to the passengers who travel through that particular site. The brand is collaborating with regional agencies as well to uncover the stories HSBC has to tell from each place. The captivating imagery shows a view of the world through HSBC’s logo, taking the traveller on a journey before they’ve even boarded the plane.

Although these iterations are static, HSBC are also looking to expand their reach into DOOH throughout the airports, catching passengers when they shop, eat and simply wait. Airports are becoming destinations in themselves and HSBC has recognised that this is a prime opportunity, as a global bank, to appeal to their global audience.