Prudential has launched a virtual velodrome in Causeway Bay to promote the PRURide Six Day Hong Kong cycling event.
As the fifth stop of the global series that began in London and will conclude in Brisbane in April 2019, PRURide Six Day Hong Kong is the first time the international Six Day series cycling event will take place in Asia. Aiming to build up the hype and engage the public Prudential – as the title sponsor – is holding a virtual velodrome at Hysan Place.
Featuring an appearance by Olympic and world championship cycling medallist, Sarah Lee, the virtual velodrome’s gameplay enables participants to enjoy a recreation of track cycling speed.
“PRURide Six Day Hong Kong presents us with the perfect opportunity to bring our brand purpose (of encouraging a healthy and active lifestyle) to life,” said Priscilla Ng, chief customer and marketing officer of Prudential Hong Kong.
“The virtual velodrome has been created to share some of the excitement from within the velodrome with the general public, building up anticipation and momentum for our PRURide Six Day event.”
Running until 24 February, the virtual velodrome opens to the public for free and an AR booth is installed during the same period, where participants can take photos and get a copy by scanning the QR code.
Other than the virtual cycling experience, PRURide Six Day Hong Kong will also be hosting the PRURide 24-Hour Charity Challenge at The Kerry Hotel from 6 to 7 March to raise funds for charity.
Opening to teams from cycling clubs, friends and corporates, the challenge, running around the clock, will kick off on at 5pm on 6 March, where riders will be competing for honours in overall distance completed (Men’s, Women’s and Mixed), as well as for the team that can raise the largest amount of money.
– Client: Prudential Hong Kong
– Leading agency: Mindshare HK Content+
– Creative and production partners : AIR Concepts, ANImotion