To create a team-focused experience to fit HSBC’s brand positioning “Together we thrive”. The activation needed to ensure full integration with the HSBC Global Golf Programme Strategy and local marketing objectives. The audience would predominately be golf and sports enthusiasts but should also be a fun day out for the whole family.
Taking into consideration the audience and the brief, the team thought about what would challenge golfers, but also enable people to have fun. Games that people could play together but if you wanted to achieve the highest score an element of skill would be needed. Pulling in information about The Open was also key to making the fan feel part of its history. Brand positioning was integral to the design and making the most of the space to educate people about HSBC.
A fan zone that encouraged people to work as part of a team. Fans could take part in a Team Drive with a map of the Open Championships venues. Each drive hit by the fans was aggregated, the challenge being to make it the last venue before the end of The Open.