| Title | WIMBLEDON FEVER IN YOUR INBOX |
| Brand | HSBC INDIA |
| Product / Service | CORPORATE/FINANCIAL SERVICES |
| Category | A07. Best Use of The Internet/New Media, Including Mobile Phones, PDAs etc. |
| Entrant | MINDSHARE INDIA Mumbai, INDIA |
| Entrant Company: | MINDSHARE INDIA Mumbai, INDIA |
| Media Agency: | MINDSHARE INDIA Mumbai, INDIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Harish Nair | Mindshare India | Director |
| Nilesh Chhabria | Mindshare India | Associate Director |
| Prapti Dangwal | Mindshare India | Associate Director |
| Kaustubh Bhatte | Mindshare India | Manager |
| Haani Mirza | Mindshare India | Creative Director |
| Madan Sanglikar | Mindshare India | Partner |
11.4 million users were exposed to this month-long campaign – 25% of India’s internet population!! The TG spent a phenomenal 8250+ hours of engagement on the HSBC Wimbledon micro-site. Post campaign the spontaneous brand awareness for HSBC saw a surge from 16% in 2Q08 to 26% in 3Q08.
The user experience started from a HSBC branded login screen, leading to a seemingly unchanged email layout. With a mouse-over on regular e-mail buttons, the user discovered he could “Serve” (Send) and “Return-Serve” (Reply). HSBC branded colors on the e-mail buttons and message informing the user -”Tennis Fever in your mail box". Brought to you by HSBC, the Official Banking Partner of Wimbledon” completed the end-to-end brand experience, culminating in a HSBC sponsored Wimbledon section. Sifymail, one of India’s largest mail service providers with 50 million page views, offered the perfect platform to re-create the tennis experience. Additionally, other strong internet engagement points – banners on major websites, Wimbledon videos on video sharing site, and presence on Google for all Wimbledon related searches from India.
HSBC was the official banking partner for Wimbledon-2008. But tennis is perceived as a niche sport in cricket-obsessed India. Objective: To build HSBC-Wimbledon association using digital-media innovations and present tennis (Wimbledon) in an exciting, experiential manner to a cricket-crazy audience. TG was Urban Educated Mass-Affluent males, 25-55 years who are opening up to global brands. Two key insights helped shape the media-strategy: E-mail is the primary internet activity (91%) among TG, which incidentally had heavy internet usage. However the available advertising options like in-mail banners is ineffective due to high clutter. E-mail users are used to existing mailbox layouts- any change is sure to create a disruption. So for the first time ever the e-mail buttons were rebranded with “Tennis-terms”. The “Send” button became “Serve”, the “Reply” became “Return-Serve” and so on. HSBC enabled this tennis experience in the mailbox as at Wimbledon.