2. The problem:
For the average person, finding the right
financial advice is daunting.
Who do you talk to?
Which sites can you trust?
How do I get info without someone trying to
sell me something?
It’s frustrating!!!
It would be easier if
you could just talk to someone.
3. Opportunity for HSBC
Become a financial knowledge hub that’s open to
the public.
A place people feel comfortable going to get
financial information.
Don’t focus on the sale, but on making a human
connection.
The sale will happen later.
Creatively use HSBC’s greatest strength: its staff.
4. HSBC’s Human Library
HSBC Staffs Human Book
Instead of books,
you ‘check out’
HSBC experts for
one hour either in
the branch or
Starbucks.
Through this we
make HSBC staff
synonymous with
‘money experts’ and
‘approachable.’
14. Radio
Human Library Minute:
• financial advice spots on radio
Human Library Live Q&A:
• a show to answer people’s financial
questions.
• done in the style of Suze Ormon.
Approachable, coversational.
Includes call to action:
Get more answers at HSBC’s Human
Library.
15. Using existing HSBC channels
Message on credit card
statements:
Learn myths, truths and
more about credit cards.
Check out the HSBC
Human Library.
16. How it works
HSBC Staff are Users go online or to a branch to browse available Spend an hour talking to
the books. topics. Then select a book along with when and your book.
where to meet.
17. How it works (continued)
Library card
• Keeps track of which ‘books’
you’ve borrowed.
• Accumulate points that earns
you prizes.
Audio Notes
Receive a digital copy of your
session in a thumb drive.
18. Travelling Human Libraries
Think of this as ‘featured books of
the month.’
Three ‘books’ go to community
centres and speak about different
topics.
Create awareness of Human
Library and encourage people to
find out about more topics.
Topic examples:
Find Hidden Savings
Building Security From Scratch
How To Build An Emergency
Fund
