HSBC SERIOUS PLAY

Short List
TitleHSBC SERIOUS PLAY
ClientHSBC
Product / ServiceHSBC
CategoryA02. Premiums & Giveaways
EntrantJWT LONDON, UNITED KINGDOM
Entrant Company JWT LONDON, UNITED KINGDOM
Advertising Agency JWT LONDON, UNITED KINGDOM

The Brief

The HSBC 2012 Hong Kong Sevens Campaign marked the bank’s return to title sponsor after a 15 year absence with a bang. A media takeover of the city and a viral stadium ad that was ‘bloody brilliant’ (the CEO’s words, not ours) marked the bank’s renewed focus on Hong Kong. We were asked to build upon this initial success by doing more of the same i.e. getting the stadium on their feet. But the twist came in a brief for greater brand engagement throughout the event and to see the brand brought out more.

Creative Execution

Apart from the obvious connection between a tournament coin and an international bank, the Serious Play coin answered a harder problem. How does a major brand communicate its sponsorship whilst not getting in the way of the rugby? Whatever we did had to add value to the experience. The coin became a catalyst for fun in a personal sphere but on a large scale. It allowed people to settle bets and set outlandish challenges. And afterwards, it would be something found in a pocket and to remember the weekend by. All courtesy of HSBC.

Describe the creative solution to the brief/objective.

Knowing that the audience would be caught up in the excitement of the matches, we knew that our role was to add to their experience. We created and distributed an unofficial tournament currency for the weekend with a Serious/Play coin. People could buy entry into HSBC events, play games and enter competitions. It quickly became the second currency of the Hong Kong Sevens and wider city as people used them outside of the stadium.

Results

In just two and a half days more than 10,000 sevens fans managed to get their hands on the limited edition coin. Tens of thousands more joined in with the campaign, visiting the HSBC sevens village, and being thrilled by the coin’s minting procedure through the rousing in-stadium film. And the campaign immediately went beyond Hong Kong, with rugby fans around the world also joining in the spirit of Serious Play as the film received over 280,000 views in the week of the sevens alone.

Credits

Name Company Position
Romilla Sanassy Jwt London Romilla Sanassy
Orlando Hooper-Greenhill Jwt London Planner
Rollo Gwyn-Jones Jwt London Account Supervisor
Tanya Hamiltion-Smith Jwt London Account Director
Simon Sworn Jwt London Art Director
Matt Chandler Jwt London Copywriter
Iain Weatherby Jwt London Creative Director
Daniel Hennessy Jwt London Creative Director
Axel Chaldecott Jwt London Global Hsbc Creative Director
Russell Ramsey Jwt London Ecd