Sports ActivationHSBC / Let's Ride: Birmingham
As part of HSBC's sponsorship with British Cycling, we created a corporate space to engage children and families on the benefits and joys of cycling.
HSBC are the lead sponsor of British cycling, and were the newest sponsors of ‘Let’s Ride’, a series of cycling events nationally across the summer of 2019. They wished to have a base which they could use as a focal point for the audience (away form the races) where they can engage in cycling in a fun and informative way.
Because of the various factors surrounding this project (including location restrictions, space, weather an costs), we decided the perfect solution was host and house the HSBC activation within a 8.5m x 8.5m spider dome to create a stunning weatherproof environment for HSBC.
The stand presence, coupled with stunt cyclist performances and talks with professional cycling personalities, we successfully created an area where children and families could enjoy the days events. The stand as also used at the UCI World Championships held in Harrogate in September 2019.