The bank has invested heavily in outdoor media this time, although television, radio, print and online ads are also involved. Creative and media agencies JWT and Mindshare Shanghai have installed mass displays at the Shanghai Pudong International Airport; among other features, interactive kiosks stand in departure terminals to promote the event.
The creative concept behind the campaign presents the championship as an event that no one should miss. The television commercial starts with executives running frantically, looking like they are late to an important seminar. In fact, they were running towards the golf course to join the game. HSBC has also launched an online game and is giving away tickets to the tournament and other prizes.
The message for the project is ‘If you value success, you won't miss the HSBC Champions’, according to the marketing department of HSBC Shanghai. This builds on the recent ‘Success in life’ branding effort from the bank in China.
Credits:
Project 2009 World Golf Championships
Client HSBC China
Creative Agency JWT Shanghai
Chief creative officer Yang Yeo
Creative directors Adele Dong, Marc Wang
Art directors Zheng Xia, White Li, Kent Lu
Copywriters Marc Wang, Yama Yuan
Strategic planners Timothy York, Jane Qi
Account servicing Shel Liu, Edward Ha, Lephia Ni, Alan Liu
Agency television producer Xu Jing, Fiona Zhong
Media agency Mindshare
Production companies Off-lo-hi Limited, CLIQ PTE Limited
Exposure Television, print, outdoor, online, in-store
