To engage staff, HSBC launched an outdoor campaign from their Hong Kong headquarters.

The campaign film then launched publicly on YouTube to heighten pre-event anticipation; reaching expats and international audiences via targeted search, digital display and seeding.

Airport billboards targeted top customers flying into Hong Kong; whilst OOH dominations, branch branding, bus media and a radio partnership challenged locals to #BRINGYOURGAME.

Engagement on social media was cemented through the launch of a dedicated Twitter handle, @HSBCrugby, through which promoted tweets and key influencers helped build excitement.

During the event, a bespoke 60” film was played on stadium screens between matches to entertain fans and customers. We encouraged real-time social engagement by reactively sharing and promoting Tweets and Vines from the Twitter handle, whilst encouraging fans at the HSBC Village to share their photos using #BRINGYOURGAME.

After the event, we launched a film captured live at the event to thank fans.

The 115,000+ attendees the stadium over the weekend exploded with four times as many watching the campaign film on YouTube, and more than 40,000 people watching our ‘Thank you Hong Kong’ film.

Media activity drove the highest footfall to date to the HSBC Village, with over 11,900 non-ticket holders attending.

In a market where Twitter is yet to mature, the campaign encouraged more than 2,300 fans to use #BRINGYOURGAME in tweets; whilst followers of the @HSBCrugby handle grew to 2,600 in just 14 days.

With an estimated social reach of 11.7 million, #BRINGYOURGAME truly became the vernacular for the weekend