Using the canvas of HSBC’s sports sponsorships, we brought to life their new brand Purpose & Values through the lens of rugby sevens, to increase brand equity by creating positive sentiment and drive engagement by getting more people to spend time with the brand.
Our approach was to find an ambassador who could personify HSBC’s values and tell a powerful story about a topic HSBC believed in.
We selected Danielle ‘Nolli’ Waterman, a former rugby player having to fight abuse and discrimination to make her way in a man’s world. Created by Laura Jane-Jones, another up-and-coming female broadcaster, the documentary gave Nolli the chance to tell her own story, in her own words.
Our publishing approach was intentionally holistic, with carefully planned strategies across Earned, Paid, Shared and Owned media. Starting on the channels where our audience spent their time, we then broadened out to the wider world through our publishing approach.
We secured interviews in 4 different media publications, as well as coverage off the back of our press kit sell in. Since launch, 733 pieces of coverage have run with highlights including BBC Sportsday (broadcast), Daily Telegraph (online and print), Sky Sports, the I (print). The total reach of coverage to date is 666 million. We also delivered over a million views, 4.5million impressions and had an impressive 20% view rate.
The piece connected HSBC with a powerful narrative that brought its values to life, while showing how the best work with talent comes from connecting to their personal story.
