HSBC - Bringing a taste of Wimbledon to New York

To celebrate their partnership with Wimbledon, HSBC wanted to bring a taste of the iconic tennis tournament to the other side of the pond. We delivered an Instagram-worthy strawberries and cream themed activation that got people talking.

The challenge
HSBC are a key partner for the Wimbledon tournament, but this year, they wanted to bring a flavour of the event to New York. Our challenge was to create an activation at ‘Wimbledon – The Hill in New York’ that would create a buzz. Matches were being shown on a big screen in Brooklyn Bridge Park, accompanied by a large stage, musical performances and a number of other brands. We needed to grab people’s attention, without detracting from their enjoyment of the matches.

The intelligence
We wanted to take some of the Wimbledon traditions and give them a fun twist. Our solution needed to be eye catching, exciting, but still allow people to enjoy the main attraction – the tennis.

The solution
We took the quintessentially English summer tradition of eating strawberries and cream at the tennis and turned it into an Instagram-worthy experience. Our ‘strawberry swing’ was a great place for photos and visitors could then head to our candy bar for some treats. At the center of our activation, we created an HSBC hex logo out of tennis balls, which featured in a lot of the media activity around this event. Most importantly, it added to the Wimbledon experience, without detracting from the sporting action. It was a standout attraction throughout the weekend and was the most visited onsite. During matches, our brand ambassadors even gave out candy to spectators to keep HSBC in visitors’ minds. Our team designed and created the whole activation, which ran for the final three days of the Wimbledon tournament.