HSBC wanted to build awareness of its sponsorship of the International Rugby Board's Sevens World Series and of the Ruby Sevens sport itself within an audience of open-minded sports fans.
CNN created the series 'Rugby Sevens Worldwide', a program which aimed to educate sports fans around the world about the newest Olympic sport set to debut at the 2016 Olympic Games in Brazil.
The program featured interviews with some of the biggest names in Rugby and looked at the growth the sport is experiencing around the world.
Research showed the campaign worked effectively to raise awareness of HSBC's sponsorship and involvement with the Sevens World Series.
As the leading international news brand reaching 41% of the global affluent interested in sport, the CNN brand provided a strong platform for HSBC to communicate to its key audience*
Giles Morgan, Global head of Sponsorship and Events, HSBC Holdings plc, said:
"...Sponsoring the new programme on CNN will complement our sponsorship HSBC Sevens World Series, which the IRB is broadcasting internationally. The regular, feature-led TV programme will be broadcast in more than 200 countries around the world.Given that growing global interest in this exciting sport we hope that Rugby Sevens Worldwide will encourage even more people to get involved with this. The programme will hopefully introduce the Game and the Series to a broader audience and educate those not familiar with Sevens as well as showcasing the entertaining nature of the Game."
* Global Affluent Survey 2014 – 49 markets/ Ipsos – CNN TV (CNNI / CNNE) / CNN Digital Platforms (CNN website, CNN Money, CNN Arabic, CNN Espanol) combined monthly reach performance