HSBC’s investments in small businesses are a critical part of their domestic strategy. However, not a lot of people know that; they just think of HSBC services major corporations or high-net-worth individuals. The bank wanted to put the word out in order to grow the work they do with SBOs. The goal was to make a case study video highlighting a small business success story–Cafe Vert, a cafe in Miami, Florida–-but to do so with a “light-touch” approach to branding. The story should be the business and not the bank.
Claude and Eva start their day at 4 AM, and we were right there with them–capturing hours of prep work on camera before the cafe opens. We documented their entire day, and capped it off with an interview where they both opened up about their hopes and dreams, their life in Marseille, and the emotional journey that ensued. We also learned how HSBC was the only bank that assisted two immigrants with establishing credit, and securing their first loan to start the business.
The owners of Cafe Vert, Claude and Eva, are immigrants from Marseille, France and theirs is a story that resonates with so many small business owners in the United States. They uprooted their family and existing businesses and emigrated to Miami to follow their passion for building restaurants. Anchoring the video around their story and taking a documentary-style approach to production was the most effective way to hook the audience.
We crafted a video for a bank that didn’t contain a single number, chart, or executive with memorized talking points. We told a story that applies to so many SBOs in the country and people responded to that immediately, leading to new business for the bank. But more importantly the video showed how only a small part of Claude and Eva’s success was due in part to HSBC. The rest was up to them.