The world's local bank
Hole in one for new HSBC ad
11 June 2004
HSBC has launched the fourth in its series of ‘local knowledge’ television advertisements, this time with a golfing theme.
‘Hole in one’, filmed in the foothills of Mount Fuji, tells of an American businessman coming unstuck because of his lack of local knowledge while playing a round of golf with Japanese businessmen.
The ad shows the American hitting a spectacular hole in one but, unlike in the US where it is customary to celebrate by buying a round of drinks in the clubhouse, he finds that, in Japan, the custom is to buy fellow players expensive gifts. When the same group meet for another round of golf, the Japanese businessmen are sporting new clothes, motorised golf trolleys and even gold watches.
In an attempt to avoid further expense, this time the American tees off by aiming the ball directly into dense trees. Unfortunately, the ball ricochets off a series of trees only to land straight into the hole - to the delight of his Japanese golfing partners.
Craig Fabian, global head of marketing communications for HSBC, said: “The world is a rich and diverse place in which cultures and people should be valued. Although HSBC is a global company, we have built our businesses locally around the world, so we understand and respect the importance of local customs and practices. We hope this latest advert communicates why we are ‘the world’s local bank’ in an entertaining way.”
HSBC’s interest in golf doesn’t stop at the ad campaign. In 2003, HSBC secured the title sponsorship of the sport’s prestigious World Match Play Championship in the UK, creating a first prize of £1m, the highest in the history of US and European golf.
The 10-year sponsorship will give HSBC brand exposure in both the developed and emerging markets HSBC serves. In the US, the world's largest golf market, there are some 37 million players and in the UK, nearly three out of 10 HSBC customers describe themselves as golf fans. Meanwhile, in developing markets, interest in golf is also booming.
The 2004 HSBC World Match Play Championship will be held from 14-17 October at the Wentworth Club in Surrey, England.
Visit www.hsbcworldmatchplay.com for more information.
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