| Title | GLOBAL SERVE, LOCAL SHOTS |
| Brand | HONGKONG & SHANGHAI BANKING CORPORATION |
| Product / Service | HSBC |
| Category | C01. Best Use of Mixed Media |
| 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 |
| Harish Nair | Mindshare | Director - Invention |
| Anisha Iyer | Group M | Business Group Head |
| Vibhuti Mainkar | Mindshare | Director - Invention |
| Dharit Parikh | Group M | Manager - Groupm |
| Vinita Pachisia | Mindshare | Director - The Exchange |
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. 26,000+ contacts & 9000+ Bluetooth downloads during the on-ground activity. A CPM of USD 0.73 for the online campaign, lower than an avg USD 4. Branded exposures during LIVE Wimbledon reached 44,31,000, CPT of INR 937/- Cinema reached 2,25,000 pax over the activity period. *Millward Brown Local Brand Track, June and July 2008 **Regional Brand Track by Synovate
Make ‘unconventional media’ the main stay of the campaign. Make conventional media ‘not so conventional’ through innovations. Mall goers felt like Tennis Stars playing on a grass court at HSBC’s Virtual WIMBLEDON GAMING ZONES. The shoppers took home with them mobile downloads, a Wimbledon scheduler, a video Ringtone & a tennis game. For the first time in India, email icons on Sify mail were converted to tennis terminology. The OOH campaign used mega tennis balls fitted with LCDs which ran the Wimbledon TVC. A billboard with moving mechanical eyes depicted the unique movement of spectators watching a live tennis match. Using sensor technology at cinemas, audiences could hit an imaginary ball across the screen to score the winning shot. In conventional media, innovations like Wimbledon picture branding in Print & HSBC Aston bands on TV during Live Wimbledon added on brand salience.
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.