The credit crisis and a succession of money-laundering scandals left half of HSBC employees across the globe distrustful of management decision-making. Colleagues needed to be reconnected, energised and empowered. To achieve this, we worked with HSBC’s Global Comms team to create a new communications channel.
We flipped the traditional top-down communications culture on its head and introduced employee-led storytelling, uniting a global community for the first time. HSBC Now TV is a weekly stream of honest, authentic films from and about the people who work for the bank. The programme is not afraid to tackle difficult issues such as financial crime and mental illness. It also features uplifting, personal stories.
HSBC Now TV rapidly built a loyal following, attracting an average 33,000 views per episode. Today, the channel continues to develop. The growing stream of content is now published externally on social media platforms driving audiences for individual pieces as high as 20 million. This success has been recognised with more than 40 industry awards including a Cannes Lion.