Lisa Wood, Head of Marketing at HSBC Bank International explains the thinking behind their annual customer engagement campaign

HSBC International offer Offshore banking, so people living overseas are a key audience, with the Expat Explorer survey a key part of customer communications strategy:

It was great to get the opportunity to interview Lisa about the commercial thinking behind the campaign since I've used this brand-led campaign as an example of this customer engagement approach for several years now in my digital strategy and SEO workshops. I think it's a good example of how you can develop a customer engagement device within an audience that's often time poor and it really adds to what the brand offers. The fourth survey has just gone live, so in this timely…