2011 Winners & Shortlists

Results and Effectiveness

By the end of the campaign, we attracted 15% more spectator that 2010 (despite a rainy Friday), generated 15k clicks to the HSBC website and most importantly guaranteed good time to all of those who attended!

Creative Execution

“World class event - world class experience”. Our creative challenge was to convey to our audience two messages: come see the best world players and have a great day out. Creative proposition: THE COURSE IS SET FOR THE CHALLENGE. ARE YOU READY FOR THE EXPERIENCE? We utilized outdoor and print media to generate awareness about the event (bridge banners/Mupis/JBR/Golf Ball) We turned HSBC branches into golf clubs In mall activation helped generate further interest and collect data for the bank. We also introduced innovative media to drive WOM (bus/Ball Sticker) and Buzz Direct channels and online media were used for direct response and as an invitation to the event (eDM/Banners/Invitation packs)

Insights, Strategy and the Idea

AUG golf championship is an event that was always shadowed by the far more popular Dubai Desert classic (regular attendance of Tiger Woods and other stars). This year with HSBC being the title sponsor, we had to make this event THE most famous golfing event in the region and give it that international, world class dimension it lacked. The 2011 tournament features 8 of the top 10 players competing for the title but we knew that’s not enough to attract a wide audience. In a country where most of the activities are in mall and indoor and residents of the UAE are always looking for new exciting venues and opportunities to spend great time with family and friends. AUH golf championship was not only a world class sporting event, it was also a world class spectator experience thank to the HSBC village and all the entertainment around it.