Digital Activation
As HSBC Sports’ lead agency (160over90 Hong Kong), our team delivered fully integrated activations in collaboration with Viktor Axelsen. From live competitions to a website launch, virtual player engagements, social content and communications.
BRAND ANNOUNCEMENT
160/90 helped HSBC announce their new global brand ambassador, Olympic Gold medalist Viktor Axelsen, through a brand video launched across various social channels such as Instagram, Meta, Twitter, Weibo and WeChat.
With support from Mailman, the Hong Kong team worked with HSBC to create the film concept and development and rolled it out in collaboration with HSBC’s communications agency. A week following release, the video has performed strongly across all platforms and is one of the best performing posts shared on @HSBCSports channels this year.
Routine is everything for Olympic gold medallist and HSBC Global Ambassador, Viktor Axelsen. From training and recovery to nutrition and family, there are many elements of Viktor’s daily routine that make him the champion he is today. In addition to the video, exclusive content was produced for the Hex Badminton Hub to gain an informative insight into “A day in the life of Viktor Axelsen” through a five-part article series. Viktor Axelsen: A Day in a Life reached 2x engagement rate of the HSBC Sport channel average on Instagram.
HSBC BWF World Tour Finals
We helped HSBC develop and launch the Hex Badminton Hub, to allow HSBC engage badminton fans across the world with unique content, opportunity to connect with world-class players and discover the latest in sport and lifestyle. Featuring a specially curated programme, developed with the onsite crew and managed remotely:
Average of 40% engagement rate for ambassador sessions with Almost 7 hours of exclusive content captured.
Live customer event in Indonesia reached 220+ physical attendees and 1,800+ viewers on social.
Hex Live hosted over 20 on badminton’s biggest stars from 10 different markets
We worked closely together with the BWF to develop 3 new branded content ideas for HSBC to drive on social, including Match Point Moment(s) of the Day, HSBC Review of the Finals and HSBC Player of the Tournament, with outstanding results on social. 95% of all social posts over-performed HSBC’s Sport channel. In comparison to the channel average, some pieces reached over 100x post impressions and 5x engagement rate.
Match Point Moments
A 5-day mini-series gained 1M+ impressions on HSBC Sport channels including Twitter, Instagram and Facebook (organic posts).
HSBC Review of the Finals