But internally has evolved faster than expected

Since a few days, funny posters bloom in long gateways of the Paris airports as well as in the airports of province. Visual simple, rough, surmounted of a sometimes fierce sometimes laudatory appreciation: "madness", reads one under the Eiffel Tower. While a few centimetres from there spreads an apostrophe dazzled as "Engineering" an Egyptian pyramid... More disconcerting, to a few identical Visual reappear, as this time around the Eiffel Tower of "Engineering", and the pyramid of "madness"...

It's the last wave of communication of HSBC, first European Bank, third World Bank, whose signature, designed by RMG Connect (Group JWT), emphasizes the subjectivity of the specific appraisals... to celebrate the multicultural Bank opening: "open to the world of mind, is to understand the differences in point of view.

This step is continuation logical process "rebranding" and repositioning of the CCF in HSBC, with a budget of EUR 23 million, started in April 2005. And indeed, upstream for several years. As to its timing, with attention to detail, it is itself a model of its kind. Story.

April 2000: redemption

and status quo official

The great British bank HSBC launched a friendly takeover bid on the CCF group. Officially, no "rebranding" is proposed: "leaders of HSBC and the CCF were thought in their soul and consciousness that a change of name would not add much," said Chantal Nedjib, Director of communications for HSBC. But a first symbolic step, clever and precursor, is crossed: the RTC group adopts the HSBC logo. Blue and gold, it slips to red, white and black, more tonic. Without never be publicly raised the issue of the change of brand fleet, stubborn way: sign elegant and prestigious, the RTC, well-known French financial community, displays on the other hand, according to Chantal Nedjib, a small "10 spontaneous awareness" to the general public. Lean. As of 2003, Georges Lewi, recognized, trademarks specialist is appointed to work on the perception of the HSBC brand with customers and employees. Already since 2000, and focus groups were organized internally, to measure the "felt" employees. Under the pressure of Lewi and communication teams, the periodicity of these groups is regulated. The company is then gradually evolve opinions between 2003 and 2005. It is true that educational work is conducted in parallel to the internal, to better knowledge and understanding of the forces of the HSBC brand employees. With in the key, the Organization of contests to win weekends in London. So far, consisting of IRAP to turn a Bank deemed bourgeois and elitist in an international brand, itself still poorly known to the French, is not be won.

Caution and length of time will be so the two "mamelles" of the strategy, including a first Salvo was launched in 2003 with an ad campaign proclaiming "RTC." "Your bank anywhere in the world." Positioning is clearly that of HSBC... but the film is always signed CCF. Prudence and ambivalence, always.

End of 2004: official about-face

The new boss of the RTC, Charles - Henri Filippi, sets out an ambitious five-year plan, with a goal of 45 growth. In view of these objectives and ambition of the credibility of the HSBC brand internationally, change of brand seems to prevail. Since 2003 already, Georges Lewi has the feeling that management expected to act an implicit green light of internally that it would mainly hitting or pushing. "There was no question, loose a framework, to repeat the trauma of the BNP-Paribas marriage led to roughly and which was translated by the departure of many talents. But internally has evolved faster than expected. "We lived with the perception that the employees would be reluctant while in reality, we discovered that they wondered why we had not acted earlier", says Chantal Nedjib. Decision is then made to rename the signs of the RTC (exceptions made for Société Marseillaise de Crédit and the Bank of Savoy). In the aftermath, a competition is organized, after which WPP (Minshare/JWT/RMG Connect), agency of HSBC, is retained.

Spring-summer 2005: HSBC

mark its territory

A "D - Day" November 8 was chosen for the General rebranding. But upstream work is decisive: April to September, four rounds of announcements press are working to demonstrate to the RTC clients the added value that HSBC will deliver. Each of the initials of the mark is accompanied by the proposal for an innovative financial product: "H as Home Sweet Home", "B as Business", "S as a success", "C as customer..." But footnotes, the signature "RTC." "Your bank anywhere in the world" remains. At the same time is launched in July an airports wrapping operation which is clearly "the people travelling, the potential target of HSBC," says Chantal Nedjib. First, even for Decaux, which is partner.

November 8: "D - Day".

All signs RTC wake HSBC. The advertising campaign can start, intended to communicate the name change while insisting on the values of the mark of the British parent: "Opening to the world;" the sense of responsibility; "client spirit", enumerates Georges Lewi. Actress Nicole Garcia will lend her voice to radio campaigns. And more than 10 million euros will be invested for a year in radio, TV, written press and cinema spots. But already, more grand world, among the public, knows the name of HSBC, passed according to the formula of Georges Lewi, "a pure luxury brand to an accessible luxury brand, as did Alain-Dominique Perrin with the Cartier"Must". And here are the results: "Between October 2005 and January 2006, the notoriety rate climbed from 16 to 34," notes Chantal Nedjid. While 19,000 clients "strategic join the banking group.". What inspire the masterminds of the future and many connections currently in preparation.