Abu Dhabi HSBC Championship
The Abu Dhabi HSBC Championship wasn’t just about golf this year – it was a playground of innovation and excitement. HSBC approached Noonah to give an ingenious approach to engaging their fans.
From interactive experiences to personalised memorabilia, the HSBC Spectator Village became a hub of enjoyment that left a lasting impression.
The challenge was simple yet groundbreaking: create experiences that would thrill the fans and prompt them to share their moments on social media.
The HSBC Spectator Village came alive with queues of eager enthusiasts.
HSBC, the main sponsor of the championship, had a clear vision: to make the event not only a golfing spectacle but also an unforgettable experience for every attendee. To bring this vision to life, they joined forces with us at Noonah to use our expertise in crafting immersive encounters. The challenge was simple yet groundbreaking: create experiences that would not only thrill the fans but also prompt them to share their moments on social media.
The result was a dynamic duo of technological marvels – Personalize (our live event printing technology) and the Photo Mosaic Wall – both orchestrated to cater to the fans’ desire for interaction and personalisation.
The Photo Mosaic Wall was an embodiment of collective creativity. Fans became an integral part of the event by sharing their snapshots using event-specific hashtags. These snapshots appear within a spectacular mosaic that celebrates the unity of the fans and the championship. Noonah’s skilful staff also played a part in capturing candid shots of fans enjoying the event’s atmosphere. These shots were printed as stickers, each with a unique filter, to become a part of the mesmerising HSBC mosaic wall.
Personalize, on the other hand, added a dash of personal touch to the experience. Fans were encouraged to step into customisation, turning everyday items into unique keepsakes. At the HSBC Spectator Village, three live event printing stations awaited, ready to transform plain baseball caps into personalised masterpieces adorned with HSBC branding. As if that wasn’t enough, fitness and creativity united in an enticing challenge: walk 10,000 steps a day and earn the chance to design a branded water bottle through live event printing.
The response from fans was nothing short of spectacular. The HSBC Spectator Village came alive with queues of eager enthusiasts, waiting to unleash their creativity on merchandise and contribute to the captivating Photo Mosaic. Fans embraced the chance to be part of something bigger, something that would be etched into the event’s history.
HSBC’s determination to connect with fans on a personal level, Noonah’s mastery of experiential technology, and the fans’ enthusiasm combined to create an unforgettable journey. In a world where sports, technology, and the human spirit converge, the Abu Dhabi HSBC Championship set a remarkable precedent. It showed that with the right blend of creativity and innovation, a sporting event can transform into an immersive adventure, leaving attendees with more than just memories – it leaves them with a piece of the experience itself.
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