The Campaign

Jockey Club Fitness Database & Coach the Coaches were two programs created based on a profound insight that football is a unifying power for the Hong Kong society. Spotting the declining prospects of Hong Kong football, two different initiatives were set up to answer separate needs, while providing the synergy that amplifies the effectiveness of one and other. Going beyond conventional measures, we took a step up to create the first-ever Fitness Database in Hong Kong which utilized sports science to validate and sustain the kind of training that youth football players development required. The initiative provided learnings that not only able to help a small group of professionals, but reaching a wider group of audiences including school teachers and coaches, hence maximizing the numbers of young players we can help. Coach the Coaches was another creative effort that is emotionally engaging and encourages involvement of players. While conventional coach training is all about preaching knowledge, we gave coaches a once-in-a-life time chance to realize their dreams. Igniting their passion, they were able to infect their apprentice and demonstrate how they put their best foot forward. With zero media spend, our campaign generated enormous free PR and was successful in building brand likeability. But most importantly, by nourishing and coaching young and experienced players, we reignited the bright future for Hong Kong Football, reunifying Hong Kongers with the pride and glory of our local players and the mass audience.

The Brief

Our goal was to revive the glory of local football, engaging HK people emotionally so they share the same identity and strive together for the city’s well-being again. We asked ourselves: what does national pride mean to HK? In 2009, we experienced the cohesive power football could bring when we championed at the East Asian Games. However, the task was incredibly challenging. The national ranking of HK Football Team dropped to 161 in 2014. Interest in watching local football remained low; with low business potential, few would invest in local football – youth development could only be run on barren soil.

Results

Our project had attracted an enormous attention from the media and created a profound impact in youth football development: - Generated HKD 63M free PR - Coached coaches from 15 participating schools, benefited over 1,000 young players every year Post campaign research showed that: - 90% young players motivated to spend more time on basis trainings - 100% participant assent to the contribution of HKJC for the youth football development in Hong Kong The effectiveness of our initiatives also won recognition from football professionals, training experts and academics: “Physical assessment is fundamental to what we do (youth player development) to ensure the players are in the peak performance.” Tony Strudwick, Head of Fitness and Conditioning, MUFC “Coach the coaches has changed my life. I never regret my decision (giving up 2/3 monthly income to become full time football coach.” Lee Yat Hung, Achiever of Coach the Coaches

Execution

Fitness Database: 386 players aged 13 – 15 enrolled and were assessed based on 4 key elements – speed, power, agility and endurance. Besides generating valuable data on local youth player’s physical fitness level, the results were compared to those of the same age in UK and monitored on a yearly basis for the training progress. Findings and tips to improve performance were unveiled through public seminar for football coaches, researchers, school teachers and relevant professionals to obtain insights to optimize training programs for local players. Coach the Coaches: Achievers were selected to coach in overseas training camps – a once-in-a-life-time chance for local coaches to spark their passion and enhance devotement to inspire more young players! Together with our long term initiatives Elite Football Camp and Leadership Development Program, we helped youth players realize the POWER OF BEING AS ONE with the ambition to unite the next generation, starting from football players.

The Situation

Over the last few years, Hong Kong entered the most challenging era. Economic uncertainty, cultural conflicts and political unrest were all putting Hong Kong people’s well-being at stake. While in the past “unity” was once the greatest force guiding Hong Kong through hardship, diversified views over different social issues were tearing the city apart, making people’s life even more vulnerable. As Hong Kong’s biggest social benefactor, an opportunity arose for The Hong Kong Jockey Club (HKJC) to help bring the city’s people back together.

The Strategy

Instead of celebrating the past, our strategy was to help young players create history. However, we needed better ways to nourish future talents. Going beyond pure financing, we helped young players to flourish with new ideas. In the last decade, sports science became increasingly important in improving athletes’ performance. However, its application in HK football development remains preliminary. Taking a crucial step up, we took the initiative to set up HK’s first football fitness database, collaborating with Hong Kong Football Association (HKFA) and our strategic partner Manchester United Football club (MUFC). We first directed our initiatives to experts, academics and training personnel so as to obtain insights to improve training programs for local young players. Apart from insights, we also needed better coaches. Introducing “Coach the Coaches”, we provided a 4-module professional course to local school teachers and coaches, conducted by the Hong Kong Head Coach of MU Football School.