Based around the tagline, ‘Nobody does rugby like Hong Kong’, the TVC is running for two weeks on Hong Kong terrestrial TV, and will also air at Hong Kong Stadium during the three days of the event — a launch that traditionally elicits widespread anticipation among the 120,000 strong crowd that attends the event.
While spearheaded by television, the two-week burst also includes a specifically-developed online game, which gives users the chance to win tickets to the Sevens, and print will be running in the lead-up to the event.
Outdoor is also a key activation point, with bus stops redeveloped to look like traditional Chinese pagodas.
Developed by the airline’s dedicated McCann Erickson Hong Kong team, the spot is shot in a style reminiscent of the opening scenes of a movie, complete with a ‘Cathay Pacific Presents Hong Kong Sevens’ strapline at the beginning.
Set to a thumping beat from Rogue Traders’ popular hit Watching You, various cutdowns of the TVC showcase seven — a number chosen to help consumers identify with the tournament — famous kung fu moves selected because of the synergy they share with rugby.
“It’s about fusing kung fu with what Hong Kong has become famous for over the years,” said Carol Lam, ECD, McCann Erickson Cathay Pacific Central Team. “In the commercial, we have seven heroes, and each has a signature move.”
“It drives home the role of Cathay as an organiser in bringing the best to Hong Kong,” added Vince Viola, senior VP, McCann Asia-Pacific and MD of McCann Hong Kong’s Cathay Team.
“Every year we want to raise the bar even higher, and create an anthem for Cathay Pacific and its sponsorship of the Sevens. We want to get people up on their feet and get them excited.”
