Silent motorsport event Formula E, or ePrix, returns to Hong Kong for the second time this December with a new ad campaign for what it hopes will be a "bigger and better urban racetrack spectacle", attracting double the crowds.
'Create Your Future' is the (rather generic, we feel) title of a new integrated campaign by TBWA Hong Kong running across TV, print, outdoor and social to promote the event. It features a talent, rather than a famous racing 'name', and is supposed to tap into the "future-oriented" nature of Hong Kong residents, according to TBWA's Jan Cho.
Whether this will work remains to be seen. 20,000 people bought tickets to the 2016 race, which was positioned as a family-oriented day out by a 'We are all drivers' campaign and an extensive spread of non-race entertainment in on-site 'E-Villages'. These were sponsored by over 30 local and global partners including Swire Properties, Canon and Coca-Cola.
Of the three, only Coca-Cola has yet been confirmed as an official partner for this year's event, alongside Conrad Hong Kong and Sideways Driving Club, a virtual racing centre.
But the organisers are confident that as many will re-sign as last year. Hong Kong's ePrix will be the only such event in Asia this season, and promises double last year's action with championship races held on both 2 and 3 December. 20,000 tickets for an expanded 'E-Village Fan Zone' will be issued free of charge according to a ballot, and the capacity of three grandstands (at Tamar Park, the Observation Wheel and Lung Wo Road) has increased by 7,800 seats to 14,800, taking the total capacity expected across the weekend to 41,000.
This growth is warrented by the city proving itself a crucial market for ePrix, says Ali Russell, CMO of Formula E Holdings. "Hong Kong has been imperative to the company’s growth and awareness across the world over the past 12 months. The inaugural HKT 2016 Hong Kong ePrix opened the world’s eyes to the electric street racing series and the support we have received in Asia has made it a key market for us.”
Last year's Hong Kong event apparently generated more press interest than any Formula E race to date, with 8,799 articles reaching an estimated 1.2 billion readers, according to the organisers.
Formula E's Global Viewing Figures