HSBC | Women's Champions | Singapore

Promotion of the tournament, titled ‘Return of the Champions’ after Korea’s Jiyai Shin’s win last year, includes an outdoor campaign launched earlier this year followed by a television commercial scheduled to air on local and cable television channels at the end of the month. The commercial, created by JWT Singapore, transports viewers into the world of golf with a display of interesting records set by world class female golfers including Lorena Ochoa, Jiyai Shin, Yani Tseng and Paula Creamer. An interactive game is set up and the best scoring participants shall win tickets to the game.

Aparna Guruprasad, head of brand management and marketing services at HSBC Singapore, said one of the major challenges is to appeal to a broad audience and create resonance with the general public.

In its third year this year, the HSBC Women’s Champions 2010 will see 63 multinational female golfers competing to win US$1.3 million in prize money.

HSBC China has also sponsored the 2009 World Golf Championships in October last year.





Credits:
Project HSBC Women’s Champions
Client HSBC Singapore
Creative agency JWT Singapore
Executive creative director Ali Shabaz
Creative group head Karen Muck
Art directors Tay Kok Wei, Muk
Copywriters Pradeep Savio D'Souza, Gao Yuan Heng
Account servicing Evelyn Tan, Collette Pereira, Maria Lee
Agency television producer Sandra Ong
Media agency Mindshare Singapore
Production companies VHQ Post, The Gunnery
Exposure Television, outdoor, online, in-store