Sun Life amplifies dragon boat celebration with immersive campaign

Following its bronze win at MARKETING-INTERACTIVE's MARKies Awards Hong Kong for last year’s innovative Dragon Boat Championships campaign, Sun Life is making an even bolder splash this summer.  

Building on its legacy of blending tradition with innovation, Sun Life has launched an all-new Dragon Boat campaign at the ground floor of K11 MUSEA promenade in Tsim Sha Tsui, offering an even more immersive and interactive experience for the community. 

Building on award-winning momentum 

Last year’s campaign broke new ground by merging digital engagement with real-world excitement, earning industry recognition for its creative use of mobile and AR technology. This year, Sun Life continues to push boundaries, expanding its vision of "Togetherness" and community celebration through a refreshed, multi-sensory experience. 

A bolder experience for 2025: The Sun Life dragon boat house 

At the heart of this year’s festivities is the Sun Life Dragon Boat House, an iconic, golden dragon boat-inspired pavilion that stands as a striking centrepiece on the K11 MUSEA promenade. Designed as both an interactive hub and a photo-worthy landmark, the Dragon Boat House invites visitors to step into a world where tradition meets modern play. 

Inside, participants can choose between solo or duo modes and drum to the beat of the game’s music, experiencing the thrill of being a dragon boat drummer. The duo mode, in particular, echoes Sun Life’s brand vision of “Togetherness", encouraging friends and families to join forces in a spirited challenge.  

The site also features a unique photo opportunity, allowing guests to capture and share memorable moments in front of the dazzling installation. Those who complete the game and a short on-site survey will have the chance to receive an exquisite gift, adding an extra layer of excitement and reward to the experience. 

The campaign seamlessly integrates a robust mobile and on-site interactive journey, supported by creative and visually stunning decoration design and production. From concept development to the immersive setup at K11 MUSEA, every detail is thoughtfully crafted to ensure a cohesive, memorable experience that bridges the physical and digital worlds. 

Seamless omnichannel engagement 

Sun Life’s 2025 campaign continues to champion an omnichannel approach, enabling visitors to engage with dragon boat culture both on-site and via mobile platforms. Participants can practice the drum game on mobile anytime, then join the live challenge with friends and family on-site.  

The interactive drum challenge and festive atmosphere foster a sense of collective participation, strengthening community bonds and brand affinity. Complemented by vibrant displays and engaging activities, the campaign offers a rich cultural experience that resonates with both locals and tourists. 

Driving impact and sustaining heritage 

By building on last year’s award-winning foundation, Sun Life is amplifying its impact in 2025, demonstrating how cultural celebration and innovative marketing can go hand in hand. With the Sun Life Dragon Boat House as a new icon on the Tsim Sha Tsui waterfront, the brand continues to honour tradition while embracing the future - creating lasting connections with the community through memorable, shared experiences. 

This article is sponsored by Sun Life.