HSBC unveils new ad campaign around Women’s Champions golf tournament

The fourth edition of the HSBC Women’s Champions takes place in Singapore from 24 to 27 February 2011, and this latest advertising campaign uses the bank’s golf sponsorship to demonstrate how HSBC unlocks the world’s potential

Created by JWT, it showcases insights into the champions and knowledge surrounding the tournament in a fresh and engaging way. The players remain the key focus, with those closest to them furnishing nuggets of information and insights into their lives.  

The advertising campaign also reinforces the brand idea of how HSBC provides customers a platform to discover a world of opportunities by providing them a chance to get closer to the international golfing elites such as Ji Yai Shin, Paula Creamer and Michelle Wie.

From 1 January 2011, the campaign made its debut in print, broadcast and outdoor - also maximising the digital space on platforms such as Facebook and Twitter, and using mobile applications, online banners, and a specially created microsite.

In addition, HSBC’s branches will also be dressed up to reflect the campaign theme, and staff will be clad in golf attire throughout the month of February. 

Darren Friedlander, head of marketing, HSBC Singapore, said, “The HSBC Women’s Champions is Asia’s most significant female golf tournament with a prize purse of US$1.4 million. By staging a world-class event in Singapore, we are able to bring the world’s best women golfers to Singapore for everyone to enjoy. The advertising campaign not only highlights the richness and potential of women’s golf but more importantly, underscores what HSBC can do for our customers through our unparalleled global reach.”

He added that, in keeping with HSBC’s theme of providing insights, they worked closely with renowned course designer Phil Jacobs who provided his point of view on the different holes at Tanah Merah Country Club - venue for the HWC 2011 - and how to play them.

There will also be promotions and on ground activation initiatives to engage with different audiences such as giving away golf premiums, online contests, and a HSBC Golf ‘Live’ Challenge roadshow which will be held at Ngee Ann City from 21 to 23 January.