| Title | WINNING OVER THE INDIAN AUDIENCES |
| Brand | HONGKONG & SHANGHAI BANKING CORPORATION |
| Product / Service | HSBC |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | MINDSHARE INDIA Mumbai, INDIA |
| Entrant Company: | MINDSHARE INDIA Mumbai, INDIA |
| Media Agency: | MINDSHARE INDIA Mumbai, INDIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Renuka Misquita | Mindshare | Director - Invention |
| Vibhuti Mainkar | Mindshare | Director - Invention |
| Dharit Parikh | Group M | Business Manager |
The Spontaneous brand awareness*, moved from 16% to 26%. The Total Brand Awareness** moved from 55% in 2Q2008 to 58% in 3Q2008. Brand Imagery moved from 30% in 2Q2008 to 32% in Q3 2008. Reached 85,000 on-ground, one in every three persons interacted with the brand. 26,000+ contacts collected in 8 days with 9,000+ Bluetooth downloads. Mobile Affle (SMS 2.0): Garnered over 1.5 million impressions and 17,000 downloads with an average CTR of 4%, double the average benchmark of 2%. *Millward Brown Local Brand Track, June and July 2008 **Regional Brand Track by Synovate
Competitors’ saliency building campaigns were restricted to conventional Press, TV and Internet banner advertising. HSBC wanted to stand out by by making ‘unconventional media’ the main stay of the campaign. Live the Game, Breathe the Excitement was at the core thought. WIMBLEDON GAMING ZONES were set up at malls where people played interactive virtual tennis using the Wii technology. Shoppers felt like tennis stars playing on a grass court. Participants let their competitive streak take over as they battled each other to win the game, set & finally the match point. Participants took a bit of Wimbledon home with them through the Blue tooth kiosk which was set up near the gaming zone. Downloads included, a Wimbledon scheduler, a Wimbledon video ringtone & a mobile tennis game with messaging. SMS 2.0 contextual content linked Wimbledon to HSBC & expanded the campaign's scale.
As part of the five year global sponsorship, HSBC is the official banking provider for Wimbledon for 2008-2012. To build salience measures - Awareness with 3% increase in scores & Brand Image by 2%. The challenge was to present Wimbledon & tennis in an engaging manner to a cricket obessed country where tennis is perceived to be a ‘niche’ sport. The Target Audience consisting of educated Mass Affluent males, 25-55 years who currently bank with Indian Private Banks. They possess traditional values with a modern outlook. These consumers are the best source of business for HSBC, given the need-gap in their current banking relationships and their profile fit with the HSBC proposition. Sports loving Indians are always geared up to experience new sports in all forms & Gaming is one of the current trends which has caught on in a big way.