Nobody
Does Rugby Likes
Hong Kong
Cathay Pacific Airways
HK Sevens Campaign
CHALLENGE
As title sponsor, Cathay Pacific has spent a fortune making the HK Sevens a must-see event for rugby fans worldwide. Ironically, in its home market, Hong Kong sees it as irrelevant, something for tourists and Westerners, and even a not of a nuisance. How does Cathay Pacific get locals to engage, feel part of something they think is for others, and earn a little love for the brand along the way?
SOLUTION
Present Hong Kong as the USP that defines the event. Show people that their unique culture sits at the heart of the Sevens and makes it such an international success.
NOBODY DOES RUGBY SEVENS LIKE HONG KONG
Three hilarious films presented rugby in a whole new light. Players were seen embracing the local culture – eating egg waffles, playing mahjong and drinking tea.
A limited-edition series of CollectaBalls was created. Each incorporated an idiosyncratic aspect of Hong Kong into the design – from mahjong tiles to yum cha, neon lights, lion dances, pineapple buns and more.
Social content explored the inspiration behind the designs and how the HK spirit can also drive teams to victory on the rugby field.
At 3 Fan Zones, in hi-traffic areas, people played virtual rugby games and got to win the coveted CollectaBalls from a gigantic Gatch machine.
IMPACT
5.3 x
Engagement
3.7 million
Social Impression
+7.2 pts
Brand Awareness
+9.2 pts
Brand Buzz
THE WORKS
CASE VIDEO - Integrated Marketing
CASE VIDEO - CollectaBalls Design
Thematic Video - Mahjong
Thematic Video - Waffles
Thematic Video - Tea
2023 Thematic Video - Be the Ball
2020 & 2023 Key Visuals
