Joining forces with the CSM Brands team in Sydney, we successfully constructed the HSBC Beach Club, the first of its kind activation on the HSBC World Rugby Sevens Series.
HSBC Beach Club – Sydney Sevens
The HSBC Beach Club was featured at the Allianz Stadium over the Australia Day long weekend for the first time on the HSBC World Rugby Sevens Series. It offered Sydney fans a unique experience where they could watch the rugby sevens action unfold from a ‘best seats in the house’ vantage point. Guests of the HSBC Beach Club could win a spot on the beach through both pre-event and at-event initiatives.
Through our collaboration with the CSM Brands team in Sydney, HSBC literally brought the beach to the sevens. The build consisted of 70 tonnes worth of sand covering 122 square metres, 300 seat kills, 64 deck chairs and 2 inflatable paddling pools.
The HSBC Beach Club was a unique way of heightening the fan experience whilst also gaining significant brand exposure for the client across broadcast and providing a visual impact for the brand inside the stadium bowl.
Fox Sports partnered with the activation generating strong media and broadcast engagement. Interest through the partnership with Fox Sports included promoted Instagram and FB live posts with reach of over 70-80K and 3 live crosses from the HSBC Beach Club across the weekend. The winning Australian Men’s team even dropped in for a celebratory photo after the finals presentation.
Over the three days of the tournament, the HSBC Beach club hosted over 200 fans and there was great exposure for the brand across social networks. The HSBC Beach Club Snapchat GEO filter received 112k impressions with 1.6k shares, and 33k impressions of the Facebook daily roundups.
The HSBC Beach Club was well received by the guests, with some suggesting they ‘would 100% recommend the beach club continuing,’ and another saying it ‘was one of my best sporting experiences.’