Entitled 'Game on', the campaign features 60-second and 30-second TV commercials that started airing over both terrestrial and pay TV on 7 March over the next three weeks, and will be airing on MTR Trackside Plasma TVs in several stations, the LED TV screen at Lan Kwai Fong and the LED screen at the Sevens Village over the duration of the tournament itself.
OOH advertising will be prominently displayed including the bus shelter facing Hong Kong Stadium where the three-day tournament will take place and bus shelter panels throughout Causeway Bay, Wan Chai and Happy Valley. Ads will also appear on the South China Morning Post as an envelope front page wrapper with a full run of 100,860 copies.
McCann has forged a solid relationship with Cathay Pacific for the past 17 years.
Real Cathay Pacific flight attendants star in the TVCs as they utilise numerous flight service skills to outwit the much bigger rugby squad and successfully prevent them from scoring a try.
Ella Kan, director of client service for the Cathay Pacific central team at McCann Erickson, said the objective of the campaign was to reinforce the positioning of Cathay Pacific relative to people and service, meaning that Cathay Pacific is always looking to go the extra mile for their passengers.
“We were very pleased to collaborate with Nick Livesey at RSA Asia,” commented Thierry Halbroth, executive creative director of McCann’s Cathay Pacific Central Team, referring to the firm’s strong partnership with the director at the production house.
“His action-movie experience really helped us bring the idea of this match alive while reinforcing the Cathay Pacific brand attribute of professional staff always willing to go the extra mile. We’re delighted with the outcome and believe the people will really enjoy it.”
The Hong Kong Sevens tournament will run from the weekend of 25 to 27 March 2011.
Agency McCann Worldgroup – Cathay Pacific Central Team
Client Cathay Pacific Airways
Executive creative director Thierry Halbroth
Associate creative director Anita Ng
Art director Kato Tsang
Head of english copy: Don Ellis
Copywriter Rick Kwan
Executive producer Ida Man
Assistant producer Chung Yau
Production house RSA Asia
Director Nick Livesey
Executive producers John Payne/Marco Leung
DOP Siu Dee
Post production Digit Digit
Editor Adrian Brady
Sound Eric Lo
Music Billy Idol 'Rebel Yell' remixed by Schtung Music
Photography Lewis Ho @ Studio Incline}
Retouching Bon Leung Limited