| Title | NEUROGOLF |
| Brand | HSBC |
| Product / Service | HSBC WOMEN'S CHAMPIONSHIP 2013 |
| Category | A06. Best Use of Other Digital Platforms in a Direct Campaign |
| Entrant | JWT SINGAPORE, SINGAPORE |
| Entrant Company | JWT SINGAPORE, SINGAPORE |
| Advertising Agency | JWT SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Kelvin Lam | Magi Communications | Director |
| Tre Azam | Myndplay Ltd | Founder/Ceo |
| Joyce Xi | Jwt Singapore | Account Executive |
| Michael Chadwick | Jwt Singapore | Head Of Plaknning |
| Hema Michell | Jwt Singapore | Senior Account Director |
| Melissa Pascual | Jwt Singapore | Senior Account Manager |
| Goh Siying | Jwt Singapore | Senior Account Executive |
| Peter Chee | Jwt Singapore | Project Manager |
| Rachel Koh | Jwt Singapore | Project Director |
| Adlin Rosli | Jwt Singapore | Copywriter |
| Kiah Lim | Jwt Singapore | Senior Art Director |
| Kaushik Lyer | Jwt Singapore | Senior Copywriter |
| Parixit Bhattacharya | Jwt Singapore | Creative Director |
| Jun Fukawa/Valerie Cheng | Jwt Singapore | Chief Creative Officer |
| Tay Guan Hin | Jwt Singapore | Regional Executive Creative Director |
HSBC is the title sponsor for the HSBC Women's Golf Champions in Singapore every year. This year, HSBC wants to leverage this sponsorship to drive its brand proposition of 'Banking for a brave new world'. So how can we demonstrate the brand in a way that would create maximum PR and awareness for the event plus position HSBC as a future-forward aspirational bank for our target audience (golf-enthusiasts and high-net-worth new and existing customers)?
Firstly, the insight - imagination is key to success was inherently relevant for both golf and what HSBC believes. Secondly, Neurogolf was the perfect demonstration for people and golfers to experience this insight for themselves in the most innovative and surprising way that would definitely leave a lasting impression for the campaign. Thirdly, enabling the first mind-enalbled golf game and leveraging the latest technology to engage with their customers is a great example of the bank living it's brand proposition of 'Banking for the brave new world'.
Just as in golf where visualization is key to making impossible shots, success in life takes imagination too. To let our audience experience the power of the mind, we created the HSBC Neurogolf - the world's first golf game that's played using just one's mind. The game leverages the technology named Electroencephalography (EEG) to accurately read what the mind is thinking. This game is experienced at multiple road-shows which allowed HSBC to garner leads and customer data from game registrations.
More than 2,200 quality leads were collected in less than a week, with participants spending more than 10 minutes each with the brand. The game received primetime media coverage in all local news channels such as Channel News Asia and Channel News 5's evening news. This coverage was equivalent to running 3 TVCs on each TV channel - PR value worth 3 times more than our media spend. The campaign led to a sell-out of tickets for the HSBC Women's Golf Championship event. Most importantly, 13.7% more premier customers and 18% more golfers had a better perception of the brand.