Build-up to the Sevens included print, posters throughout Hong Kong bars, in-store and point-of-sale.
Joe Braithwaite, regional account director for BBDO Proximity, claimed that although last year’s Ogilvy One-developed Guinness is holding an interactive competition in the stadium, developed this year by BBDO Proximity, where spectators have a chance to win pints of Guinness throughout the tournament with two tickets to the Lions Tour in South Africa, including airfare and accommodation, as the big prize.