HSBC Sevens from Heaven
Hill & Knowlton Strategies helped HSBC re-define its branded content offering and produce unprecedented positive engagement by telling the unique story of the Fiji Rugby Sevens Olympic team.
There are some stories you don’t just want to tell, you need to tell.
With Rugby Sevens making its Olympic debut in 2016, long term World Rugby Sevens Series partner HSBC looked to capitalise on this new spotlight, while fulfilling its sponsorship goal of helping grow the game and matching the brand’s purpose of ‘Supporting Human Ambition’.
The answer was Sevens from Heaven, a 17-minute documentary film about the Fiji Rugby Sevens team devised, produced, and published by Hill & Knowlton Strategies.
Premiered at the start of the new HSBC World Rugby Sevens Series, the film received an astonishing reaction and continues to drive engagement on social media and editorial coverage across print, online and broadcast, as well as inspiration for future players as part of HSBC’s Rugby Sevens grassroots initiatives.
To date the film has been viewed over 2.4million times on social media, almost 50% of which are entirely organic. It aired on Sky Sports (UK), Fox Sports (US), SuperSport (SA), Now TV (Hong Kong) and a featured slot on Fiji’s main TV channel at 7pm on Christmas Day. The film helped grow Rugby Sevens profile around the world as well as serving as a demonstration of HSBC’s belief in Supporting Human Ambition.
Most impressive of all the film was so popular that it had a direct impact on positive sentiment towards the HSBC brand online, delivering an 11% uplift on day of launch.