HSBC, in partnership with value-driven social media agency GH05T, today launches a new social-first campaign including British tennis legend, Tim Henman, to mark the HSBC Championships at The Queen’s Club taking place June 7 to 22.

The activation sees Henman surprise unsuspecting tennis fans as they hop into HSBC-branded taxis leaving the tournament, engaging them in a playful Q&A.

Timed to coincide with the rebranded tournament– now officially titled the HSBC Championships – the campaign aims to boost awareness, drive brand affinity and reinforce HSBC’s commitment to a tournament that is celebrating the historic return of women’s competition to The Queen’s Club for the first time in over half a century.

The social campaign will include a 60 second hero film and two 25 second cutdowns, capturing the unscripted moments of joy as Henman connects with fans on their ride home.

The activation is a part of HSBC’s broader sponsorship strategy, aligning with its ongoing support of tennis and the LTA.

Joe Battimelli, Chief Operating Officer, GH05T said: “For the HSBC Championships at The Queen’s Club, we wanted to go beyond traditional sponsorship activity and give fans something truly unexpected. By putting Tim Henman in the back of an HSBC taxi, we created a real surprise and delight moment that allowed us to speak to fans and land important brand messages in a genuine environment with real people.

“For us, this was about using HSBC’s platform to put fans at the centre of the story and do justice to what the reimagined Championships represent – progress, inclusion and ambition. Working with the HSBC team on this, it’s clear they’re encouraging us to break the mould of how traditional high street banks communicate online and our partnership with them continues to produce campaigns that hit the sweet spot between social-first and brand-centric.”

Becky Moffat, Head of Customer, HSBC UK said: “The HSBC Championships represent much more than world-class tennis. They’re a celebration of heritage, progress and community, which is why we’re proud to be a driving force behind their evolution.

“As part of our multi-channel approach, social media plays a critical role in helping us connect with fans and customers in real-time, in authentic and memorable ways. Collaborating with GH05T and Tim Henman has allowed us to bring the spirit of the tournament to life beyond the court, and deepen our engagement with tennis audiences across the UK.”