Cathay's campaign highlights unforgettable thrill of Hong Kong Sevens

As an official sponsor of the upcoming Cathay/HSBC Hong Kong Sevens, Cathay has launched a campaign that aims to get people excited about this year’s event and Cathay’s travel packages by showing that "Nobody does rugby like Hong Kong".

The Cathay/HSBC Hong Kong Sevens 2024 will take place from 5 April until 7 April at Hong Kong Stadium and is on track to achieve sell-out status, with around 40% of public tickets sold to international visitors so far, according to the release. Cathay/HSBC Hong Kong Sevens is celebrating its 30-year anniversary at the iconic Hong Kong Stadium, before moving to Kai Tak Sports Park in the near future.

As the event’s co-title sponsor and official overseas travel partner, Cathay is committed to delivering a world-class rugby festival, enhancing the Sevens experience for fans around the globe by offering a suite of flight, ticket and accommodation packages.

Done in collaboration with by creative agency Publicis Groupe Hong Kong, the launch film "That's what we call a seven" documents the life of Eric, who starts rating his everyday experiences and is shocked to realise that nothing lives up to the exhilaration he once felt at the Hong Kong Sevens – life hasn’t been the same ever since.

The video also aims to present the message that nothing beats the action of everyone’s favourite party, which is the Cathay/HSBC Hong Kong Sevens, not lobster dinners, not guitar solos, not even triple rainbows.

Cathay is now expanding the campaign locally in Hong Kong with out-of-home advertising, social and in-stadium activations, and giveaways. The local activations transform the idea into an actual rating system, where people can rate the people, places or experiences that they feel also achieve a perfect ‘7’ by collecting and giving out Cathay’s series of collectable badges. Each badge is inspired by the most captivating aspects of Hong Kong and the Hong Kong Sevens.

Edward Bell, general manager of brand, insights, marketing at Cathay, says: “We loved the idea of playfully reminding people of how epic the Hong Kong Sevens is – so epic, everything else in life, big or small, pales in comparison. From Cathay’s in-flight hospitality to the spectacle of the stadium and the tournament’s world-class rugby warriors, each element comes together to create a perfect score. Now that’s what we call a seven.”

Christopher Lee, executive creative director at Publicis Groupe Hong Kong, explains: “It’s human nature to rate stuff, which gave us a funny thought: what if coming to Hong Kong to watch the Rugby Sevens could ruin all other experiences for you? If you ask us Hongkongers, no other event can rival its greatness, it’s a perfect 7 out of 7.”

MARKETING-INTERACTIVE has reached out to Publicis for more information. 

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