Why is this work relevant for Brand Experience & Activation?

The sponsorship of the Hong Kong Observation Wheel (The Wheel) resulted in immediate brand activation and long-term brand building opportunities for the headline sponsor. The partnership delivers on the brand’s promise resulting in increased affinity and commercial success.

Background

The Hong Kong Observation Wheel (The Wheel) is an iconic landmark and attraction. Its continued operation was secured through the largest corporate sponsorship deal in Hong Kong’s history. The ambitious partnership provided an immediate platform for brand activation and potential for long-term, 360° customer engagement. The sponsor’s brand promise is to encourage people to live ‘Healthier, Longer, Better Lives’. It set out to do just that by transforming The Wheel into a venue for a suite of activities aligned to its promise. The partnership set-out to: - Transform a one-visit attraction into an iconic destination for social engagement, active participation and family-fun for the people of Hong Kong and the city’s tourists; - Launch and promote the AIA Vitality Park - new concept of wellness activities; and - Deliver 360° brand promise by promoting healthy living and incentivising healthy behaviour.

Describe the creative idea (20% of vote)

The Wheel is an iconic landmark and prominent feature of the Hong Kong skyline. Sponsorship provided immediate brand activation for the sponsor, AIA, and a unique opportunity to transform the one-time attraction into a venue for the whole community. The funding would enable The Wheel to operate with lower ticket prices whilst evolving its proposition to offer enhanced experiences. The community inclusive approach would extend The Wheel’s audience, and in turn increase the sponsor’s reach. The AIA Vitality Park, located in the surrounding grounds of The Wheel, was conceptualised to create 360° customer engagement and deliver the sponsor’s brand promise to help people live ‘healthier, longer, better lives’.

Describe the strategy (20% of vote)

The target audience included families, professionals and the broader Hong Kong community. Through education partnerships and charitable initiatives, the sponsorship opportunity set out to reach all areas of the community. The aim was to deliver a regular programme of free health and fitness classes and cement the AIA Vitality Park as the ‘go-to’ healthy lifestyle place for the community. Large-scale, third-party events would propel The Wheel and AIA Vitality Park as an international venue. AIA’s brand would become synonymous with the icon’s reinvigorated image. This provided the opportunity to amplify its message to be a trusted partner to provide knowledge, tools and motivation for people to get healthier. The AIA Vitality Park provided a platform to connect AIA’s other sponsorship activities. This included promoting healthy living in Asia with David Beckham, AIA's Global Ambassador and inspiring young people to live healthier, longer, better lives through football.

Describe the execution (30% of vote)

Ticket prices were reduced from $100 to $20, offering better access for the community. The new price was promoted through paid and earned media. This was an immediate success, with a significant increase in visitor numbers culminating in over 2 million visitors in the first year of operations. Press events with AIA were held to celebrate achievements for further brand exposure. Inline with the new image, onsite facilities were enhanced. This included the installation of large, high-quality LED screens; an upgraded centrepiece of The Wheel to increase recognition and branding opportunities; as well as fitness installations and healthy food and beverage options. AIA’s incentive scheme Vitality was integrated to reward customers for health and fitness activities, furthering the brand’s mission. Onsite and online activation enabled opt-in data to support AIA’s commercial objectives. This included an interactive wishing wall, the development of a revolutionary augmented reality app, and consumer research touch-points.

List the results (30% of vote)

By revitalising an icon and supporting the people of Hong Kong to live healthier, longer, better lives, the sponsorship initiative will have a lasting impact on generations of potential customers. The partnership exceeded all expectations achieving: 3,800,000+ Customers 100,000 Event attendees 12,000 Wellness class participants 300 Fitness and wellness classes 29 Major events and activities HK$273 million media value 97% Overall customer satisfaction 96% of customers would recommend visiting the Hong Kong Observation Wheel and AIA Vitality Park 95% of Hong Kong public view The Wheel as one of Hong Kong’s important attractions AIA’s brand has become synonymous with the Hong Kong harbour front. The brand is ingrained in the hearts and minds of generations of Hong Kong people.