As title sponsor, Cathay Pacific has spent a fortune making the HK Sevens a must-see event for rugby fans around the world. Ironically, in its home market, Hong Kong see it as irrelevant, something for tourists and westerners, and even a bit of a nuisance. How does Cathay Pacific get locals to engage, feel part of something they think is for others, and earn a little love for the brand along the way?

Present Hong Kong as the USP that defines the event. Show people that it's their unique culture that sits at the heart of the Sevens and makes it such an international success.

NOBODY DOES RUGBY LIKE HONG KONG

The world loves HK7s...

Firmly established as one of the most popular annual sporting events in Asia, HK7s attracts some of the world's greatest rugby players and thousands of fans from around the globe to HK every year; with 40 teams playing in front of 120,000 spectators.

...And Hong Kong is a place like no other.

Which is why, and more than ever, HongKongers want their identity, culture and spirit to be heard, seen and recognized in HK's most iconic sporting event.

To make the campaign ownable by HK and its citizens, we weaved in the unique living textures of HK and make the event and HK culture inseparable.

The Target Audience of our strategy are segmented as overseas rugby fans, HK public and 40,000 in-stadium attendees.

3 hilarious films presented rugby in a whole new light. Players were seen embracing the local culture - eating egg waffles, playing mahjong and drinking tea.

A limited-edition series of CollectaBalls were created. Each incorporated an idiosyncratic aspect of Hong Kong into the design - from mahjong tiles, to yum cha, neon lights, lion dances, pineapple buns and more.

Social content explored the inspiration behind the designs and how the HK spirit can drive teams to victory on the rugby field too.

At 3 Fan Zones, in hi-traffic areas, people played virtual rugby games and got a chance to win the coveted CollectaBalls from a gigantic Gatcha machine.

Cathay Pacific's most successful campaign in years won the hearts of Hongkongers. Proof that nobody does rugby like Hong Hong... and Cathay Pacific.

Record Participation:

5.3X Engagement, 15,000+ Games Played

Massive Social Engagement:

3,700,000 impressions

Brand Awareness:

+7.2 points

Brand Buzz:

+9.3