CASE STUDY: HSBC sponsor Bollywood Weekends on Sony MAX

Provided by MSM Asia Ltd
Sony MAX created a competition surrounding the Bollywood Weekends Festival inviting viewers and HSBC customer to vote for their
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What was the Challenge / Background of the Campaign?

To create a loyalty programme for HSBC customers and Sony MAX viewers by inviting them to vote for their favourite Bollywood Film on Sony MAX and to participate in the "HSBC Street Actor" competition. They could participate in the 'Street Actor' competition in two ways: 1) By being a 'HSBC Street Actor' and visiting a HSBC film booth, quoting their favourite Bollywood Film one-liners or 2) By voting for the best 'HSBC Street Actor' Bollywood one-liners.

What was the Campaign Objective?

To encourage HSBC customers and Sony MAX viewers to vote for their favourite Bollywood Films which would then be played during the HSBC Bollywood Weekend Film Festival. To drive audience engagement, Sony MAX developed 'HSBC Street Actor Competition' which filmed & featured UK viewers quoting lines from famous Bollywood films on Sony MAX and online. The HSBC customers and Sony MAX viewers had to vote for the best street actor on co-branded web page on www.setasia.tv. One lucky voter and the most popular street actor were given a Sony gift hamper.

What was the Solution?

To generate content that would be packaged as fillers and put on air in December inviting HSBC clients and Sony MAX viewers to vote for the best 'Street Actor' quotes and for their favourite Bollywood Films. The best 'Street Actor' won a Sony gift hamper. The top Bollywood Films picked would then be broadcast during the Bollywood Weekend's Film Festival. The competition was promoted via email to the our subscribers & industry contacts.

What were the Results?

Sony MAX went out to the streets and filmed viewers saying famous Bollywood dialogues/one-liners from famous films to generate personalised promotional messages that would be broadcast on Sony MAX, and also online. Film booths were set up at sponsor venues to increase footfall by motivating the customers to come to the venue

What were the Key Learnings of this Campaign?

A competition is a great way to drive brand awareness and messages to your target audience. Competitions create user engagement with the brand, thus creating brand loyalty. Using a cross platform competition we were able to promote the brand messages across our TV network, online and email components. We collated relevant and up-to-date data, providing us and our partners with the opportunity to continue talking to the engaged audience post competition.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details100,000 subscribers; 25 - 44 year old Adults w/ female bias
16 - 24
25 - 34
35 - 44
Both
ABC1
C2
Ethnic
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearINCREASE LOYALTYSPONSORSHIP / MEDIA
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