In the lead up to the Formula E racing spectacle in October, Formula Electric Racing (Hong Kong) Limited has teamed up with TBWA to launch an integrated campaign "We are all drivers" that aims to capture the spirit of Hong Kong through the symbol of racing.
The 2016 FIA Formula E HKT Hong Kong ePrix is the first electric motorsport race in Hong Kong and the first motorsport event in the city for over 30 years.
To uplift the event awareness and interest in motor-racing in the city, the agency has tapped several local influencers to make the campaign much more than just racing.
Key opinion leaders supporting and featuring in the campaign include Kevin Ma, founder of Hypebeast; Rex Tso, professional boxer; On Yee Ng, world ladies snooker champion; Pan Gon Kim, Hong Kong National Football team headcoach; and Johnna Ho, fashion designer.
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None of the influencers are actual race drivers, but their stories and personality represent Hong Kong's core values like innovation and the spirit of disruption, said Jan Cho, general manager of TBWA Hong Kong.
Alan Fang, CEO of Formula Electric Racing (Hong Kong) Limited said Formula E aims to deliver an electrifying urban racing spectacle to Hong Kong as well as promote issues at the heart of modern mobility and consumption.
“Our ambition is to build a global brand and signature racing event in Hong Kong while also helping to drive the change to an electric future,” said Fang.
“With the support of our accomplished KOLs – each of whom have their own track record of electrifying Hong Kong – we are achieving our mission of spreading the excitement of the ePrix to all corners and encouraging all Hong Kongers to drive the city forward,” he added.
"While Singapore has F1 and Macau has the Grand Prix, Hong Kong seems to be the last place to pop up to our mind when we talk about car racing," Cho told Marketing.
"Our insight was that Hong Kong is a city of individuals all contributing their own energy and striving for progress. Like Formula E, people are driving the future of the city and stories personified by local KOLs will make the campaign about much more than just racing. It opens up cultural values embedded in Hong Kong’s consciousness,” he added.
The campaign also collaborates with Hypebeast and other media platforms as well as partnerships with MakerBay, a space for makers and inventors in Hong Kong and FRD Motorsports to gain the right momentum.
‘We are all drivers’ will run on television, print, outdoor, events, social media and digital.
The race will take place in October at Victoria Harbour with the iconic Hong Kong skyline as the backdrop. More than 40,000 tickets are expected to be sold for the two-day racing event.