The promotion encourages Hong Kongers to take work-life balance into their own hands and ask their bosses to close up at 5pm one day in May for ‘cinq à sept’—literally 5 pm to 7 pm—so they can make time for fun things in life, just like the French always do.
The French, who enjoy a reputation for taking their work/life balance very seriously, often finish work at 5 pm and unwind in their local bar to chitchat (or moan) with friends before going home or off to somewhere for dinner.
The timing aligns with Hong Kong’s Le French May, festival, an annual art and cultural month that celebrates the land of wine and cheese (and beer). A spokesperson from Ogilvy PR explained to Campaign Asia-Pacific how Hong Kongers can join this movement to rebel against the densely populated territory's notorious workaholic culture.
Ogilvy PR helps to set up two pop-up bars in the city in early May from 5 pm to 7 pm. Both will feature a French delicatessen, music and Kronenbourg 1664 beer. The target market is a mainly high-net-worth, white-collar office workers in these two central business districts.
The movement launches on 10 April and participants can log onto the brand’s Facebook page, which JWT created. People can also use an app to help them draft a letter that can be printed out to put directly onto their bosses’ desks to convince managers to grant staff permission to leave the office at 5 pm. For further engagement, people can also recruit their Facebook friends to join the citywide movement.
Ogilvy PR’s spokesperson said the top two participants with the most ‘likes’ and supporters on Facebook will win a French-themed pop-up mini party, similar to the pop-up bar format, at their office. The top three to 50 participants also get a case of Kronenbourg 1664 beer delivered to their office at 5 pm.
OMD is responsible for the campaign’s media buying to spread the message across town.