HSBC - The Open Golf Zone

The Idea

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.   

The Process

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.

The Product

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.  

What we did

connecting brands with sports fans worldwide 

A chipping challenge that people took part in as pairs and worked together to get the highest score in a limited time. 

A street golf putting area provided a fresh take on a putting course with themed holes, and a pressure putt on the 18th green gave fans the ultimate photo opportunity. Finally, an interactive area featuring touch-screen picture quizzes, real-time polls for the greatest Open moments and photo mosaic puzzles meant there was something for everyone.

Fans were sent an email that detailed their scores from across all activations as a keepsake from the event.      

Fans were sent an email that detailed their scores from across all activations as a keepsake from the event.      

See our other portfolio

Other Portfolio

Ally Challenge – 2018

Activations

The Olympics – Rio 2016

Fan Zones

The President’s Cup 2017

Fan Zones

ASI – Ryder Cup – First Tee Experience

Fan Zones