Bringing the HSBC identity to life through targeted ecosystems
Services
Sponsorship strategy
Strategic support
Activation strategy
Client
HSBC
Categories
Sponsorship strategy
Challenge
HSBC wanted to structure and harmonize its sponsorship strategy at the European level to better reflect its brand promise in relevant and distinctive environments. The ambition: to move beyond classic visibility logic and deploy brand experiences that are meaningful, aligned with customer expectations and market specificities. The challenge was also to build a framework that could serve multiple countries, sectors, and target audiences — without losing strategic coherence.
Strategy
Strategic alignment, local activation
The strategy is based on a common framework deployed across several countries, allowing HSBC to maintain a strong strategic direction while enabling local adaptation based on targets, market opportunities, and cultural expectations.
Positioning in affinity-based ecosystems
We identified key ecosystems where HSBC can play an active, credible role — sustainable finance, entrepreneurship, contemporary art, tech & innovation — aligned with its clients’ concerns.
The goal: place the brand where it has a meaningful role to play, rather than simply seeking easy visibility.
Empowering clients as brand ambassadors
The strategy builds on a strong relationship-driven approach, placing HSBC clients at the heart of activations: bespoke events, roundtables, exclusive experiences…
The idea is to bring the brand to life through the people it supports, rather than merely showcasing it.
Integrating brand content & impact measurement
Each activation is designed as a content opportunity (interviews, testimonials, behind-the-scenes), and integrated into a structured measurement framework to assess results across various dimensions: image, client relationship, influence, engagement, etc.
Solution
European strategic framework and local implementation tools
We delivered HSBC a clear, actionable, and measurable strategy to guide the development of its sponsorship and brand experience across Europe.
Formalization of objectives and priority territories
Identification of brand business and image goals, translated into SMART objectives using our 7-pillar methodology. Selection of expression territories with high resonance potential (impact, entrepreneurship, culture…).
Opportunity mapping and selection guidelines
Analysis of partner organizations, events, and ecosystems in different European markets. Definition of selection and collaboration criteria to ensure coherence and feasible activation in each context.
Relational activation models
Creation of cross-market experience formats (private events, exclusive content, immersive experiences) that can be adapted by country and are designed to elevate clients, generate brand preference, and engage internal teams.
Strategic dashboard for European oversight
Deployment of a centralized management tool to track country-by-country activations, assess their impact on various objectives, and maintain global strategic alignment.
Results
A consistent, value-generating strategy ready for local adaptation
HSBC now has a clear framework to guide its sponsorship and brand experience strategy across Europe.
The approach leverages local specificities while delivering on a unified brand promise.
The delivered tools support selection, deployment, and impact evaluation — while reinforcing relational impact with both existing and prospective clients.
6
Key countries
3
Expression territories
+20
Opportunities assessed
1
Strategic management framework
