In the lead-up to the 2017 FIA Formula E HKT Hong Kong EPrix in December, Formula Electric Racing (Hong Kong) Limited and TBWA have launched an integrated campaign to appeal to the forward-looking spirit of Hongkongers through electric car racing.
Dubbed "Create Your Future", the narrative of the video places focus on the mindsets of the E-Prix drivers, who push themselves to the limit at every challenging turn.
Jan Cho, general manager, TBWA Hong Kong, said that similar to the E-Prix players, locals also possess the quality of being future-oriented.
"Whether it’s a trend of taking crash courses on saving money to buy your first home despite high prices, or the city’s start-up culture of people pursuing opportunities away from the traditional career track, the positive drive in Hong Kong is one of people fighting hard to win the future that they desire," he said.
The campaign therefore tries to engage Hongkongers by encouraging and celebrating this spirit in broader Hong Kong society, with an all-round ad push spanning television, print, outdoor, events, social media and digital.
Alan Fang, CEO of Formula Electric Racing (Hong Kong) Limited, said Formula E aims to deliver a bigger and better urban racetrack spectacle to Hong Kong this year. Last year’s event was sold out, with over 20,000 fans attending.
This year’s event is the first double-header electric motorsport race in the region, with two distinct championship races held on Saturday and Sunday, 2 and 3 December, doubling the motorsport action. The 2017 event also marks the only E-Prix in Asia this season.
"With a confirmed double-header in front of Hong Kong's iconic skyline and an immersive entertainment experience in the E-Village, this year’s supercharged E-Prix is set to electrify the city’s sport and entertainment scene," he added.
Client: Formula Electric Racing (Hong Kong) Limited
Creative Agency: TBWA\ Hong Kong
General Manager: Jan Cho
Executive Creative Director: Esther Wong
Head of strategy: Terence Ling
Head of Art: Joseph Wong
Associate Creative Director(s): Mikey Batt, Jason Pan
Senior Copywriter, Chinese: Arnold Au
Art Director: Iris Law
Film Producer: Juno Kam
Account Director: Trina Kwan
Senior Account Manager: Bowie Chan
Film Director: Dicky Wu