New Yorkers Discover the World’s Potential in Unexpected Places

Innovative HSBC Bank Advertising Uses Common Cityscape Sites To Convey Uncommon Insight Into the “World’s Potential”


NEW YORK, Sep 01, 2010 (BUSINESS WIRE) — HSBC Bank USA, N.A. (“HSBC Bank”) today unveils new “out-of-home” (OOH) advertisements that make use of first-ever placements in unexpected places on the streets of New York. From nautical cleats and coin-operated binoculars at the South Street Seaport to halal food carts and flower planters citywide, objects large and small are repurposed to become the center “image” of new ads from the bank’s “Unlocking the World’s Potential” campaign. The objects are “framed” by surprising global insights and facts, and the proposition that New Yorkers “discover the world’s potential with a bank that knows how to find it,” as the ads’ tag line proclaims.

HSBC Bank created the new campaign in partnership with JWT and Kinetic, a subsidiary of Mindshare, to engage the New York City Parks Department and other organizations including South Street Seaport and the Buffalo Niagara International Airport, to identify and secure unique OOH placements. Starting today, the HSBC ads will pop up in such unexpected places as:

— South Street Seaport: flower planters, nautical cleats, manhole covers and coin-operated binoculars, among others

— Bryant Park: light posts, water fountains, magazine stands, among others

— Greeley Park in Herald Square: trees, recycling bins, subway entrances, among others

— Around New York City: pedicabs, storefronts, bus shelters, food carts, and more

— Upstate New York: gas stations in Buffalo, Albany and Rochester, Buffalo Niagara International Airport, Walden Galleria Mall in Buffalo, and Crossgates Mall in Albany, NY

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