HSBCCMB Annual Business Review 2003

Local Hero Video Storyboard

10 March 2003

Opening

The opening is a moving graphic treatment with powerful, possibly orchestrated music, which sets for the challenge of being a hero.

Visual Treatment

Text over moving images such as clouds or other landscape or white text on black accompanied by appropriate stills.

TextHow fast will you run?

How far will you go?How high will you climb?

Do you have what it takes… to be…

a HERO?

How fast can you run?

How fast can you run?

How fast can you run?

How far will you go?

How far will

How high will you climb?

The Main CourseThe main section of the video combines graphics which ask questions with the voices of HSBC staff to define what it is to be a hero.

Visual Treatment Still images provide a backdrop to the voices, with some moving images of textures to create mood. In the first section, a lot of images overlap quickly to give the impression of “busy”

Section OneIn section 1, we move out of the dramatic opening to find a lot of voices all overlapping. They are voices of HSBC staff simply saying what they do for a living. “I work in customer service”. “I’m a relationship manager”. “I take care of customers in the trade.” The voices get busier and busier and the images move more quickly to create a sense that that pace of life at HSBC is quick and everyone is focused on their jobs. Finally, it all gets very hectic indeed and suddenly, everything stops.A new graphic appears on the screen that says:

My job is quite dull. How can I be a hero?

relationship manager

customer service officer

My job is quite dull.How can I be a Hero?

Section Two

In section 2, we hear exactly how HSBC staff can be heroes – by hearing real voices ones tell us what exactly they do every day that is exceptional.

We will interview approximately 10 staff, and hope to get short sound bytes that reflect the five qualities, such as:

“I picked up the phone when I was about to leave at 8pm tonight; a customer was calling and I stayed for over an hour to solve his problem.

After 5 quotations, a new graphic appears on the screen that says:

What does it take to be an HSBC Hero?

I stayed until my customer’s problem was solved

What does it take…to be an HSBC Hero?

Section Three

In section three, we hear voices from the “HSBC World’s Local Bank” video that explain how you can be a hero. Some excerpts include:

‘It’s delivering extraordinary service in an extraordinary way’ ‘We always want our customers to feel that when they walk out the door of HSBC, they couldn’t get any better service anywhere else’ ‘Local hero is about the organization, collectively, working together to deliver heroic service’

extraordinary service

Finale

At the end of this, our voices all come back with positive messages:

‘I DO make a difference!’‘I love my job – I love helping people’‘Maybe I AM a hero’

Meanwhile, images form into a tangram figure and the photos keep changing – we see photos of lots of faces (real HSBC staff faces?)