HSBC UK
Getting the entire UK business on the same strategic page isn’t easy.
But someone’s got to do it.
Tags: Content strategy, scriptwriting, internal comms
The brief
In order to open up a wider world of opportunities, HSBC UK needed to ensure that world truly revolved around their customers - including their evolving wants and needs. HSBC UK wanted to show their people what that world could look like if they united behind that vision, harnessing the power of a UK-wide event series to set out a strategy that everyone could see themselves within.
The approach
Pulling this together was no easy feat, going way beyond just my humble self. Together with the creative director and strategic lead, we pulled together a creative hook and ident for this series which we then workshopped with the client - landing on Future Fit for Customers as something all stakeholders felt rang true.
From there, it was the simple task of taking all aspects of HSBC UK’s strategic pillars, drivers, actions and outcomes, blending them together into a cohesive narrative that anyone in the business could engage with, and scripting it to inspire belief and passion in delivering for customers. No biggie.
What started out as a narrative framework, built by myself and the strategic lead as a blueprint presenters could follow as a guide, became a full 3-hour long script - complete with timings, cues, stage directions and activities. This gave each event a solid structure for delivering an immersive experience that all employees could connect with.
The outcome
A future fit for both customers and HSBC UK employees that established the new world of opportunity of the business. All departments involved felt strongly represented within the narrative, and post-event feedback highlighted a clear understanding of what was required from each and every person to make this future possible.