HSBC, the principal partner of the Hong Kong Men’s and Women’s National Rugby Teams, leveraged its sponsorship in the last week of June through an online film called ‘Hong Kong Rugby – More Than A Jersey’
Deployed across the financial giant’s social channels and rolled out immediately prior to the World Rugby Olympic Repechage Sevens Tournament on 18 June, the six minute spot tells the story of several stars of the Hong Kong team and sees players speak about what the jersey means to them and why they love representing Hong Kong.
The content shows that for the Hong Kong Sevens team it’s more than just a jersey as current players and former Hong Kong Sevens stars speak about what the jersey truly means to them and their families and why they are so passionate about representing Hong Kong.
Created by agency CSM Sports & Entertainment, the Chime Challenger Network agency supported HSBC on the content delivery from ideation and talent management to video production.
The activation was distributed across HSBC Sport’s social channels and targeted both an international audience and local fans through Hong Kong Rugby Union’s channel.
The work aims to promote the bank’s team partnership, boost support for the side and to drive subscriptions to the HSBC Sport YouTube channel at http://grp.hsbc/subscribe.
Outcome
At time of writing, according to the agency the film has out performed expectations and initial targets and has notched up more 300,000 views within its first week.
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