| Title | BE THE COACH |
| Brand | CATHAY PACIFIC AIRWAYS |
| Product / Service | EVENT SPONSORSHIP |
| Category | B02. Microsites |
| Entrant | McCANN WORLDGROUP Hong Kong, HONG KONG |
| Entrant Company | McCANN WORLDGROUP Hong Kong, HONG KONG |
| Advertising Agency | McCANN WORLDGROUP Hong Kong, HONG KONG |
| Media Agency | UM Hong Kong, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Martin Lever | Mccann/Erickson Hong Kong | Executive Creative Director |
| Kenneth Chao | Mccann/Erickson Hong Kong | Digital Art Director |
| Agnes Lee | Mccann/Erickson Hong Konc | Senior Art Director |
| Cody Ng | Mccann/Erickson Hong Kong | Senior Digital Programmer |
| Millie Yuen | Mccann/Erickson Hong Kong | Art Director |
| Joey Cheng | Mccann/Erickson Hong Kong | Senior Copywriter |
| Don Ellis | Mccann/Erickson Hong Kong | Head Of Copy Writer |
| Wing Tam | Mccann/Erickson Hong Kong | Content Director |
| Hilda Chan | Mccann/Erickson Hong Kong | Business Director |
| K K Chan | Mccann/Erickson Hong Kong | Associate Account Director |
| Brandon Cheung | Mccann/Erickson Hong Kong | Managing Partner |
| Martin Chau | Ogle Production LTD | Director |
| Kasey Cheung | Ogle Production LTD | Producer |
| Ronnie Ching | Ronnie Ching | Director Of Photography |
| Oggy Cheng | Ogle Production LTD | Art Director |
| Orson Chan | Ogle Production LTD | Editor |
| Lokman Chu | Lokman Chu | Sound Design |
| Seewaw Post Production Limited | Seewaw Post Production Limited | Post Production |
Teaser videos drove traffic to the microsite – where fans could choose their favourite girl from 7 FAs. They were asked to choose a training drill and put the girls through their paces – in a simple, content-driven step-by-step process. All content was created specifically for the site. The microsite was also the home of the entire Cathay Pacific Rugby Sevens campaign – featuring the Stadium Film, our CSR initiatives, and details on downloading the mobile game amongst other event info.
There were no direct sales objectives – however views of the microsite doubled from previous years (approx. 250,000 in 2 weeks)…and shares on social media exceeded 2013 numbers by over 400%. Post-event research also showed how the “Be The Coach” teaser campaign contributed to overall fan perception of Cathay Pacific being the lead sponsor – when in reality they are actually joint sponsor with HSBC.
After 32 years of Hong Kong Rugby Sevens sponsorship, Cathay Pacific Flight Attendants have become an iconic component of the annual global event. To drive anticipation and deeper engagement with both local and overseas visiting fans in the build-up to the event, we wanted to create a platform that would allow fans to interact and help the FA’s prepare for the Rugby Sevens. Our big idea: “Be the Coach”. An interactive microsite hosting tailor-made video content allowing fans to put the girls through a series of spoof Rugby training drills.