HSBC were the lead sponsor for Birmingham Pride and wanted to make this year bigger and better than ever. So, they needed to create an end-to-end campaign that elevated their sponsorship and amplified their commitment to the LGBTQ+ community in an authentic and engaging way.

We created an end-to-end campaign that not only engaged the community in a live spectacle but also created shareability and talkability on the social channels. Our event started life at HSBC HQ in Birmingham on Pride weekend, and we turned the atrium into one big Insta moment, creating a Pride wonderland for our colleagues to explore.

Once our colleagues had glowed up, they then boarded our branded bus which led the parade through the streets of Birmingham in spectacular style. And to top the weekend off, we took over the festival zone with a bespoke 360 photo booth to capture the ultimate TikTok moment, with our lucky winners winning a trip to Paris – the city of love.

Results

• Over 45,000 people participated in the parade

• Over 5,000 engagements on social media

• 95% of colleague feedback stated they were very happy with HSBC’s commitment to Birmingham Pride

• 97% of colleagues stated 2023 was the best year yet for HSBC Birmingham Pride