Look at the new HSBC campaign moving their big idea along to the next iteration. In the past HSBC told the customer that a little local knowledge was a good idea - inviting the audience into the opinion to gain closeness and consensus. Now the central message is the same but has a more customer-first spin to it. Now the bank is inviting the customer to tell them what their differences are - a very customer centric approach, truly listening to the customer’s voices. This is a very Outside-in campaign.