HSBC are global partners with the Badminton World Federation. We were briefed to build buzz for the India leg of this tourney.
Now, badminton may have its loyal following but still remains in the large shadow of cricket.
The aim was to get people to watch games, cheer on their favourites and in a small way, insert the role of HSBC too.
Our insight was simple - India may have the talent and the fanatics but there just aren't enough facilities (courts) to practice or just play a leisurely game. Most people play in their backyards with their own rules and a makeshift court. In fact, that's how many of us grew up.
Simply put, the thought was 'Play It Your Way' and we ran a social media campaign.
We rekindled powerful memories and made badminton relatable in order to get users excited.
TEASER POSTS
ENGAGEMENT ACTIVITY 1
We decided to dig deeper into the memories thought and asked people to share their favourite one.
The responses were overwhelming and really heartwarming.
TUNE IN POSTS
As the tournament neared, we made sure the audience was aware and excited!
GLOBAL FILM
The HSBC global team sent us a film to include in our campaign. It mostly fit in as it showed common people playing the game at courts and makeshift spaces around the world.
It served as an upbeat reminder for the audience about the wealth of talent on show and the massive scale of the BWF World Tour.
It served as an upbeat reminder for the audience about the wealth of talent on show and the massive scale of the BWF World Tour.
ENGAGEMENT ACTIVITY 2
A simple pause and play game really hit the spot when it came to tapping into strong memories. Trying to outdo your buddies in shuttle bounces was when things got heated! And if no one showed up, you could always entertain yourself by doing a few bouncies! We kept it at 21 because that's the winning points tally.
PRODUCT POST
HSBC's Credit Cards give their holders great deals when it comes to travel. And as BWF was being held in Delhi, HSBC wanted to talk about their association with Cleartrip (travel portal) to encourage domestic travel. We all know there's no thrill like a live match, especially when your favourites are battling it out.
ENGAGEMENT ACTIVITY 3
You don't have to be a pro to be passionate about a sport, or to flaunt your knowledge of it. We also wanted to bring the user's view more towards the high quality action they were going to witness.
MATCH RESULTS POSTS
We engaged the audience on a daily basis by posting the results of matches as they happened. We wanted them to feel that HSBC is the go-to for all things BWF.
Agency - Wunderman Thompson
Associate Creative Director - Ramiz Shaikh
Art Directors - Pallavi Chandra, Haresh Marolia
Associate Creative Director - Ramiz Shaikh
Art Directors - Pallavi Chandra, Haresh Marolia
