1. Andy Reid
Founding Director
theGeniusBox.com
the ideas coaching business

6. 1
Hero = Jenny
Jenny = HSBC marketing
She need to sell LOANS
Tough to do where insight =
‘saving is good / spending is bad’

7. 2
Jenny worked for a short time
observing families
She saw generations SPENDING
on each other
Insight = children are the
investment for the future NOT
money

8. 3
New campaign based new insight...
‘IF NOT NOW, THEN WHEN – don’t put
off to tomorrow what you can do
today with help from an HSBC LOAN’

9. 4
Spontaneous recall for HSBC Loan went up from 21% to 43%
(in banking, that’s HUGE!)

10. 5
SEEK NEW PERSPECTIVES:
Jenny got out from behind her desk and
spoke to her consumers face-to-face.
COMMUNICATE UNTIL YOU’RE SICK:
She communicated to her colleagues
what she was doing at all times.
BREAK RULES:
She asked her boss for ‘forgiveness’ not
‘permission’ and got on with it!

14. #tgbcommenthouse
theGeniusBox.com
the ideas coaching business