Anyone who knows a rugby sevens tournament will understand the challenge of communicating effectively to a sevens audience. A carnival atmosphere to the Sevens means that you are competing for attention with world-class rugby, fans in spectacular fancy dress and other sponsors – not to mention the alcohol.

The real challenge lies in how to add value as a sponsor. We needed a promotional idea that embodied the Sevens and was a catalyst for fun. It needed to represent the brand and our campaign idea Serious Play whilst complying with stadium and sponsor regulations.

We decided to do what banks do best - make money.

Using a specialist coin designer in the UK, we created the Serious Play coin. A masterfully crafted nickel coin that immortalised the two facets of the weekend: the serious rugby and the playful fancy dress off the pitch.

On the Serious side two rugby players flank a shield embossed with the elements of the event whilst some of the favourite fancy dress outfits are etched on the reverse.

We even nodded to Chinese precedent by replicating the traditional hole in the centre of the coin.

Introduced by an epic stadium film that brought to life their extraordinary minting process, the coins were given out throughout the two-day tournament.

People were invited to participate in a series of games and competitions at the event and further venues around HK with their coins.

But best of all the coins became a form of social currency as they became part of experience; as a bartering tool, toy and not to mention highly sought after memento.

On Sunday evening more than 10,000 exhausted fans left with the Serious Play coin – a lasting memory of the HSBC Hong Kong Sevens.