London-based HSBC, a global banking company with offices in 79 countries, decided to live up to its slogan, “the world’s local bank.” It began with a search for “the most knowledgeable cab driver in New York,” then sent him out in a classic yellow Checker cab nicknamed the Bankcab to patrol the Big Apple and offer free rides to HSBC customers. The buzz generated was so significant that there are now four such vehicles cruising the streets, making customers’ days. If your business offers much the same roster of services as your competitors, is there a creative and cost-effective way to emulate HSBC and build muscle into your brand?
