Bringing a taste of Wimbledon to New York






General public


To celebrate their partnership with Wimbledon, HSBC wanted to bring a taste of the iconic tennis tournament to the other side of the pond. We delivered an Instagram-worthy strawberries and cream themed activation that got people talking.

The client

HSBC is one of the world’s largest banking and financial services organisations, serving 40 million customers globally. They want to open up opportunities for customers and in 2022, have set up multi-billion pound funds to help SMEs and female entrepreneurs. They aim to achieve net zero carbon across their operations by 2030 and are asking suppliers to do the same.

The challenge

HSBC are a key partner for the Wimbledon tournament, but this year, they wanted to bring a flavour of the event to New York. Our challenge was to create an activation at ‘Wimbledon – The Hill in New York’ that would create a buzz. Matches were being shown on a big screen in Brooklyn Bridge Park, accompanied by a large stage, musical performances and a number of other brands. We needed to grab people’s attention, without detracting from their enjoyment of the matches.

The intelligence

We wanted to take some of the Wimbledon traditions and give them a fun twist. Our solution needed to be eye catching, exciting, but still allow people to enjoy the main attraction – the tennis.

The solution

We took the quintessentially English summer tradition of eating strawberries and cream at the tennis and turned it into an Instagram-worthy experience. Our ‘strawberry swing’ was a great place for photos and visitors could then head to our candy bar for some treats. At the center of our activation, we created an HSBC hex logo out of tennis balls, which featured in a lot of the media activity around this event. Most importantly, it added to the Wimbledon experience, without detracting from the sporting action. It was a standout attraction throughout the weekend and was the most visited onsite. During matches, our brand ambassadors even gave out candy to spectators to keep HSBC in visitors’ minds. Our team designed and created the whole activation, which ran for the final three days of the Wimbledon tournament.

The event by numbers

    • 5962 total event attendees

    • 2145 strawberry photos taken

    • 3210 candy bags given out

    • 60+ pieces of online and print media coverage

    • 66 broadcast segments

    • 51,691 pieces of strawberry candy ordered

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