Background

As title sponsor, Cathay Pacific has spent a fortune making the HK Sevens a must-see event for rugby fans around the world. Ironically, in its home market, Hong Kong see it as irrelevant, something for tourists and westerners, and even a bit of a nuisance. How does Cathay Pacific get locals to engage, feel part of something they think is for others, and earn a little love for the brand along the way?

Describe the creative idea (40% of vote)

NOBODY DOES RUGBY LIKE HONG KONG Limited-edition rugby balls, made from the cultural fabric of the city itself: Mahjong, Yum Cha, Egg Waffles, Kickass type, Red-White-Blue, Neon Lights, Pineapple Bun, Lion Dance, Ping On Bun, brought the Hong Kong spirit to life.

Describe the execution (40% of vote)

This year, Cathay Pacific has created a squad of 10 limited-edition Collectaballs. The designs reflect unique aspects of our city, in classic Hong Kong style. The Yum Cha Ball celebrates Hong Kong’s Yum Cha tea culture. The Egg Waffles Ball is a tribute to the famous, delicious Gai Dan Zai snack. And, of course, there’s the classic Mahjong Ball, featuring the tiles of our other favourite sport! The Collectaballs are made from the fabric of Hong Kong. The little things that make Hong Kong Rugby Sevens the biggest and best. After all, nobody does rugby Sevens like Hong Kong!

List the results (20% of vote)

Cathay Pacific's most successful campaign in years won the hearts of Hongkongers. Proof that nobody does rugby like Hong Hong... and Cathay Pacific. Record Participation: 5.3X Engagement, 15,000+ Games Played Massive Social Engagement: 3,700,000 impressions Brand Awareness: +7.2 points Brand Buzz: +9.3