Titled 'Got rugby on your mind?', the two-week campaign was scheduled to break on terrestrial and cable TV this week, with outdoor and ambient executions to follow.
Set to the 2005 hit single by the Bodyrockers, I like the way you move, the TVC hinges on the insight that Hong Kong becomes a city obsessed with rugby before, during and after the Sevens event. The spot shows athletes playing different sports such as table tennis to golf and basketball, all with a rugby ball.
The campaign also includes a strategic burst of outdoor and ambient work, with lenticular postcards, bus shelters, an online micro-site, and news stand vendors and taxi drivers dressed in Cathay Pacific's rugby jerseys across high-traffic areas of Hong Kong.
"In a short period of time, we're trying to do the most integrated campaign we can, to cover the landscape of Hong Kong media," said Vince Viola, McCann Erickson senior VP, Asia-Pacific, and managing director of Cathay Pacific Central Team.
The campaign also plays on the synergy with the 'move' motif, central to the recently launched Cathay Pacific frequency and network campaign, 'Move'.