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- Shanghai
- July 1, 2010
JCDecaux launched their new Power Pole media - branded with HSBC’s ‘Unlocking the world’s potential’ theme - across Terminal 2 of Shanghai’s Hongqiao airport in June.
Power Poles are the latest collaboration between JCDecaux and the Bank, adding to HSBC’s already strong branded presence through the agency’s premium media in airports..
"JC Decaux has been a very close partner with HSBC in building our brand awareness as well as leveraging airports as the key strategic location to reach our target customers and build brand affinity,” said Rose Leng, Head of Marketing, HSBC China.
“This project signifies a very good collaboration between the two parties to develop high-end and innovative media solutions to create brand awareness that engage customers in a different way."
Power Poles came about as the logical conclusion of two reflections:
It is coherent with a long tradition at JCDecaux, which places the service to people at the core of its strategies. As bus shelters before, Power Pole provides a free opportunity to its audience: charging one’s batteries, cell phone or lap top before setting on one’s trip. The answer to a most serious demand from managers and business people on the move, who account for a significant part of HSBC’s clientele.
But Power Pole is also the fruit of a very simple marketing reflection which understands that having one’s audience engage and interact with a media is a smart way to increase brand image and awareness ? in a word ‘stickiness.’
While the convenience and comfort of the service offered by HSBC is sure to create positive associations with the brand, the physical activity it brings about ensures the company to be remembered long after the campaign has come to its end.
And Power Pole is yet only one face of a more tailor-made project led by JCDecaux. The company is currently working on other service-oriented media, which should be released in the weeks to come.
Power Poles are the latest collaboration between JCDecaux and the Bank, adding to HSBC’s already strong branded presence through the agency’s premium media in airports..
"JC Decaux has been a very close partner with HSBC in building our brand awareness as well as leveraging airports as the key strategic location to reach our target customers and build brand affinity,” said Rose Leng, Head of Marketing, HSBC China.
“This project signifies a very good collaboration between the two parties to develop high-end and innovative media solutions to create brand awareness that engage customers in a different way."
Power Poles came about as the logical conclusion of two reflections:
It is coherent with a long tradition at JCDecaux, which places the service to people at the core of its strategies. As bus shelters before, Power Pole provides a free opportunity to its audience: charging one’s batteries, cell phone or lap top before setting on one’s trip. The answer to a most serious demand from managers and business people on the move, who account for a significant part of HSBC’s clientele.
But Power Pole is also the fruit of a very simple marketing reflection which understands that having one’s audience engage and interact with a media is a smart way to increase brand image and awareness ? in a word ‘stickiness.’
While the convenience and comfort of the service offered by HSBC is sure to create positive associations with the brand, the physical activity it brings about ensures the company to be remembered long after the campaign has come to its end.
And Power Pole is yet only one face of a more tailor-made project led by JCDecaux. The company is currently working on other service-oriented media, which should be released in the weeks to come.