Broadened programme in Hong Kong helps HSBC exhibit new positioning
Hong Kong Sevens 2019 saw our team deliver an expanded programme for HSBC with increased numbers of business satellite events and community activations, and over 6,300 HSBC employees engaged across the premier tournament of the HSBC World Rugby Sevens Series competition.
This year, HSBC’s key requirements were to deliver not only a first-in-class programme that demonstrated HSBC’s new brand position in action, but also continue to provide a platform for the business to strengthen and grow new and existing relationships.
Over several months of planning we worked closely with HSBC’s business units to devise unique events that suited their individual objectives. Highlights include the Rugby Touch Tournament with HSBC ambassadors George Gregan and Brian O’Driscoll; and a Q&A session with South African rugby legend Bryan Habana.
This year’s HSBC employee programme saw a 9% growth with the introduction of new activities. A key objective for this year was to extend the outreach of the HSBC employee activities beyond HSBC’s main office. One of the ways in which our team developed this was to deliver an in-branch promotion across seven HSBC Premier branches between the HSBC Main Building in Central and the Hong Kong Stadium.
Additional highlights from the tournament weekend included a new look and feel around the HSBC hospitality programme and Sevens Village, as well as a larger HSBC Try Rugby Zone for children in the HSBC Sevens Village; over 40 HSBC staff volunteers on-site across the tournament weekend; and a 3D trick-eye booth at Hysan Place to promote HSBC’s local payment service PayMe.
To read about our work the following weekend at the HSBC Singapore Sevens, click here