The drive will include TV, print, out-of-home and features an extensive, interactive website. Leading up to the tournament, there will also be interactive games around the city, in a bid to increase excitement around the event. One of these features a tram filled with rugby balls, where the person who guesses the correct number stands to win tickets to the tournament.
Universal McCann’s Cathay Pacific team handled media.
This year’s campaign plays on the idea of everyone coming together to enjoy the carnevalesque spirit of the Seven’s weekend, accompanied by the Black Eyed Peas tune ‘Let’s get things started’. As such, it marks something of a departure from last year’s ‘Kung Fu Sevens’ campaign, and is more akin to 2006’s ‘I like the way you move’ drive.
“Since the Sevens is a really important event for Hong Kong, we have to come up with fresh ideas to get people excited about it every year,” says Thierry Halbroth, senior CD at McCann Erickson in Hong Kong.
