HSBC: Hong Kong Team partnership


HSBC wanted to utilize its Hong Kong Team partnership rights to bring people closer to the game, with a specific focus on supporting the physical and mental health and wellbeing of colleagues, customers and the wider community.

HSBC Cook A Long

What we did

As a long-standing client we have been responsible for managing HSBC’s rugby partnerships since 2011, including the Hong Kong National Rugby Team. For this campaign, we designed a series of films and social content leveraging Hong Kong National Rugby talent to engage and inspire local rugby fans. We led on concept development and production, talent management and the distribution of the content across HSBC social channels for the following three outputs:

  • The HSBC Live Well Series: A series of 10 digital videos inspiring people to start creating healthy habits.
  • Hong Kong Rugby’s Gingerbread Bake-off Challenge: developed to engage with the wider Hong Kong audience during the festive season.
  • More Than a Jersey: A short film revealing the story of Hong Kong players prior to the Olympic Repechage tournament, showcasing HSBC’s commitment to the team and the growth of the game in the region.

The results

The Live Well Series has achieved more than 5.5 million impressions across Hong Kong and Singapore.

The social content was received positively by fans and reached over 4.3 million impressions in Hong Kong and globally. The content was reshared by Asia Rugby and Rugby Sevens players globally including Ben Ryan, Chloe Pelle and Bianca Farella.

2.5 Million

Video views

9.8 Million

Reach across HSBC’s social channels