We were challenged by HSBC to create diverse and locally relevant activation programmes that centred around the brands' core sponsorship objectives across both the Cathay Pacific/HSBC Hong Kong Sevens and HSBC Singapore Sevens. A key focus was placed upon data capture and customer acquisition.
A core aspect of our work was to build upon the success of previous years by creating a premium and unique guest experience for all HSBC customers invited to any one of HSBC’s hospitality areas across both weekends. The HSBC Hexagon Suite and stadium boxes were themed (Made in Hong Kong, Cirque du Sevens and HSBC Carnival) to create a bespoke look and feel whilst in-suite entertainment and bespoke F&B options helped to bring these themes to life
At both tournaments we were also tasked with showcasing HSBC’s commitment to rugby at the grassroots level. In Hong Kong, we achieved this by creating the HSBC Try Rugby Zones across both the HSBC Sevens Village and Hysan Place, which helped introduce children to the basics of the sport. In Singapore, our HSBC Rugby Festival saw a series of coaching clinics conducted with local children.
The Employee Engagement programmes were also developed to further strengthen the sponsor's relationship with the internal Health & Well-being teams through two engaging seminars and a fair in Hong Kong.
Across both weekends, 2,632 unique guests attended our HSBC Hospitality areas, whilst 420 children took part in the HSBC coaching clinics that were a feature of both tournaments. Overall, 6,205 members of staff actively engaged with the Employee Engagement programmes.