Case Studies

The Client

London headquartered banking major HSBC is the world's sixth-largest banking and financial services group. HSBC operates in more than 80 countries around the world, providing financial services to over one hundred million customers in territories across Africa, Asia, Europe, North America and South America.

In India, HSBC has a fast growing personal banking customer base, in addition to its corporate and commercial banking clients to whom it offers a comprehensive suite of world-class products and services.

The Brief

From test cricket that stretched on for days to the adrenalin pumping, nail biting 20 over quickie, some changes have never failed to woo the fans of
'a gentleman's game'. Keeping in step with the changing times, the prestigious Indian Premier League T20 event in the year 2010 was made accessible on the digital platform, through YouTube. With an envious line-up of sponsors, 60 IPL matches were streamed live for the first time on the Internet.

HSBC signed-on as one of the lead sponsors (Gold sponsorship) for the live online streaming of IPL matches, on the world's largest online video-sharing site.

To promote the Gold sponsorship of the prestigious Indian Premier League T20 event on the digital platform, HSBC approached HGS Interactive.

The Approach

HSBC wanted to be a part of the high profile event without becoming a part of the clutter. The objective was to connect with target audience through the digital route. Hence, HGS Interactive proposed a campaign that was dedicated to cricket on the YouTube channel, which was broadcasting the IPL T20 match.

The YouTube channel will help gain HSBC tremendous impressions as the match is viewed by millions of users. The strategy was to keep the digital campaign fresh & innovative over the length of the complete match so that it's entertaining & creates brand awareness.

The Solution

• The complete campaign design strategy was devised, keeping in mind the target audience, as well as per the business requirement and brand guidelines of HSBC.
• Various online banners were designed for the HSBC's Gold sponsorship of IPL T20 match campaign. The platform was used for promotion of HSBC products & services and various contests were executed around the broadcasting channel on YouTube, through attractive & relevant banners.
• The creative for the banners were inspired by elements of a live cricket match, e.g., scoreboard, Mexican wave, boundaries, etc. Intrinsic details such as these were captured through design and hence translated the fervor associated with cricket.
• Through open-ended copy, user engagement was encouraged. The content was crafted to entice and lead to an online system where the user can play the game of cricket on Internet.
• The HSBC Gold sponsorship of IPL T20 was tailored to the then existing cricket fever and the campaign fitted the brand communication & guidelines.

The Result

The digital platform might not be the most preferred medium to watch a game of cricket, but its catching-up with the old-fashioned television sets. Internet is an engaging medium with a strong proliferation and that is why, digital is even more interactive.

The digital campaign - HSBC Gold sponsorship of IPL T20, had tangible outcomes with staggering 'Channel Views' of over 7 million audiences. The largely male audience were the right target, as envisioned by the company. The R.O.I. was extremely high for this digital campaign, as the media spends on television for an event of this stature were slashed-down to less than 20 per cent for a presenting sponsor in the digital medium!

The Gold sponsorship of IPL on YouTube also had its moment of fame at a red carpet event. The campaign got voted amongst the 'Most Favourite Marketing Campaign' and bagged 'Bronze' in the prestigious FAME 2010 award that is held across countries.