Financial services group HSBC will mark the start of the HSBC Championships with a new campaign starring ace player Tim Henman.

Crafted in collaboration with social media agency GH05T, the activations feature Henman surprising unsuspecting fans as they leave the tournament, engaging them in a Q&A session.

The marketing drive will be supported by a social campaign featuring a 60-second hero film and two 25-second cutdowns highlighting snippets of Herman’s sessions.

Joe Battimelli, chief operating officer at 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,” he added.

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According to the bank, the campaign aims to raise awareness and drive brand affinity. It also celebrates the return of the women’s competition to The Queens Club.

The tennis tournament will take place from June 7 to 22 at The Queen’s Club

Becky Moffat, head of customer at 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.”