Results and Effectiveness

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Creative Execution

Given that HSBC is targeting a very specific group of audience - golfers and high-net worth customers, the engagement activity was rolled out in more targeted manner. Over the month leading up to the HSBC Women's Golf Championship, golf roadshows were held at various prestigious country clubs and key business district grounds to promote the event. Neurogolf was the main highlight at these roadshows to drive participation and generate leads/data for HSBC to follow up. Event collaterals were created to dress the location.

Insights, Strategy and the Idea

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 this in a way that would create maximum PR and awareness for the event plus position HSBC as a future-forward aspirational bank for the audience? 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.