|Product / Service||FINANCIAL SERVICES|
|Entrant||MINDSHARE Hong Kong, HONG KONG|
|Advertising Agency||SAATCHI & SAATCHI London, UNITED KINGDOM|
|Media Agency||MINDSHARE Hong Kong, HONG KONG|
|Entrant Company||MINDSHARE Hong Kong, HONG KONG|
|Sam Selleck||MINDSHARE HONG KONG||Partner|
|Jason Cheung||MINDSHARE HONG KONG||Senior Director|
Hong Kong comes alive each March for the Rugby Sevens: a weekend of world-class rugby and extravagant fancy dress. As one of HSBC’s flagship sponsorship events, it provides a unique experience for HSBC’s staff, top customers and Sevens fans globally. The challenge - to engage as many of this target audience as possible, augment the experience beyond the stadium before, during and after the event, and encourage non-ticket holders to visit the purpose-built HSBC Sevens Village. Our answer was based on a simple insight: players and fans come to the Sevens to showcase their skills, both on and off the pitch. So we sent out an invitation, featuring the best players from across the globe pitched against the best-dressed fans in an epic hip hop style battle, and challenged the people of Hong Kong to #BRINGYOURGAME.
The results exceeded all expectations with the campaign reaching nearly 12 million people. #BRINGYOURGAME truly became the vernacular of the Hong Kong Rugby 7’s tournament; augmenting the experience beyond the stadium before, during and after the event. In a market where Twitter is yet to mature, the campaign encouraged more than 17,000 Twitter engagements and enjoyed more than 500,000 YouTube views. Media activity drove the highest footfall to date to the HSBC Village, with over 11,900 non-ticket holders attending. • 11,900+ HSBC Village attendance • 500,000+ YouTube views • 12,000,000+ social reach • 17,000+ Twitter engagements It was clear that 2014 was HSBC’s most successful, most integrated and first truly social Hong Kong Rugby 7’s sponsorship activation.
To engage staff, HSBC exclusively previewed the invitation film and launched an outdoor campaign from their HK headquarters. It then launched publicly on YouTube to heighten pre-event anticipation; reaching expats and international audiences via targeted search, digital display and seeding. HSBC gave their top customers and an unforgettable experience with #BRINGYOURGAME activated across the entire customer journey; from airport and en-route media, to merchandise and stadium box hospitality - whilst OOH dominations, branch branding, bus media and a radio partnership challenged locals to #BRINGYOURGAME. During the event, a bespoke 60” film was played on stadium screens between matches to entertain and engage. Real-time social engagement was encouraged by reactively sharing/promoting Tweets and Vines from the dedicated Twitter handle, whilst encouraging fans at the HSBC Village to share their photos using #BRINGYOURGAME. Once the party was over, a final film was launched to thank fans and celebrate an electrifying weekend.