HSBC Life: The Badminton Experience Tour

HSBC Life is a leading insurance provider in Hong Kong with a strong commitment to helping the community to lead a healthier life. In 2019, the company was looking for a strategy that could help create awareness and build engagement amongst its target audience. The strategy would need to align with HSBC Life’s overarching brand proposition “Because a promise is a promise” and its belief in the importance of promoting healthy lifestyle with a view to creating a healthier community.

To tackle the challenges and bring badminton to everyone in Hong Kong, Golin and sister agency, Jack Morton, created the HSBC Life Badminton Experience Tour. It was a multi-faceted campaign with collaborative efforts between HSBC Life and us, designed to bring together the community, employees, long-term customers, and international and local badminton players.

Despite numerous event planning challenges due to the social unrest, HSBC Life’s Badminton Experience Tour successfully elevated the brand’s awareness and engagement to a new level. During the five-month campaign, we achieved unprecedented participation, conversion volume and business value:

Record-breaking Participation And Engagement Rates:

  • 40,601 consumers visited the roadshows with 19,201 participants engaged in the activities, representing a 33% Y-o-Y increase in participation rate
  • 127 pieces of coverage were generated from the events and roadshows across print, online, broadcast, including top-tier media TVB, SCMP, Xinhua News, HK Economic Times, Bloomberg Businessweek Chinese, as well as other mainstream and sports titles, representing an increase of 34% in earned coverage with estimated PR value of HK$18.88 million, equivalent to a 120% Y-o-Y increase
  • 192,747 engagements on social media (measured in terms of reactions, comments and shares) were recorded during activation period, representing a 177% Y-o-Y increase

Moving The Needle In Consumer Perception:

  • Of 724 consumers interviewed during the roadshow, nearly 80% said they would consider taking up a healthier and more active lifestyle as a result of the event; more than 60% of respondents said they’d be more likely to recommend HSBC Life as a result of the experience and consider HSBC Life when choosing an insurance product