In what has been a lacklustre year for advertising the 40th Hong Kong Sevens, co-title sponsor HSBC has saved the field with this tactical piece to celebrate fans.
The Cathay Pacific/HSBC Hong Kong Sevens returns this weekend to celebrate its 40th year. While past years have seen some classic TV spots, recent years have seen sponsors shift their focus to digital channels, particular YouTube.
This year Cathay is playing on the idea of 40 Years of Fun, but the spot lacks the spark of past years. Over the next few days, Cathay Pacific is holding a SEVENS PASS’A’THON event at Hysan Place, where people can purchase a “Smile Ball” and take a photos with flight attendants dressed in uniforms of the last 40 years.
Meanwhile HSBC outwitted its co-headline sponsor in the search department. A search on YouTube for Cathay Pacific sees HSBC’s sponsored video appear before organic search.
To celebrate its fifth year as official beer sponsor, Carlsberg partnered with Hong Kong Rugby Football Union to introduce the first-ever “Carlsberg Kung Fu Rugby Team”, assembling an elite group of martial artists to apply Kung Fu skills to rugby.
The team will take on an all-star opposition in a special challenge match in the Hong Kong Stadium on 29 March (Sunday) at 1.10pm.