HSBCS DIFFERENT

VALUES CAMPAIGN
Group 6B
Sourabh Kwatra
221147
Utkarsh Singh
221156
Varun Tripathi
221163

Ques 1 : How does this campaign illustrate the concepts of consumer

learning and also of perception?

Question 1

Consumer Learnings
Behavioral Learning
Repetition of theme We never underestimate the
importance of local needs
Cosmetic Variation to avoid advertising wearout

Cognitive Associative Learning

Daily life images with diff. context-specific meanings(CS)
along with red border and logo(US) remind of HSBC tag line.

Cognitive Learning Retention & Retrieval

through funny instances of cultural differences

Consumer Perception
Selective Attention

Service Positioning

Cultural Backdrop &

Perceptual Interpretation

Ques 2 : Do you believe that the technique used by HSBC is likely to

enhance the initial learning and subsequent recall of HSBCs message
?

Question 2

Customers are global business houses

Cues - Home markets in Asia and Europe are culturally diverse

Motivation -Message delivered of a value adding middleman
Attempt to provide niche financial services

THANK YOU