Hennessy and NBA’s partnership continue fearless belief in possibilities in Hong Kong

Hennessy and NBA have further expanded their partnership, making Hennessy the “Official Spirit of the NBA” worldwide. The collaboration of the two legendary brands perfectly demonstrates the fearless belief in possibilities.

Over the years, Hennessy has been embracing breakthroughs and challenges, which also coincides with the spirit of the NBA in encouraging players to continue challenging themselves every day, as the campaign’s ethos ‘Game Never Stops’.

To celebrate this groundbreaking partnership, in Hong Kong the brand team organised a weekend pop-up full of programmes that demonstrate the Hennessy x NBA experience at Ocean Terminal, Harbour City in November 2021 and followed by 360 integrated experience to continue the storytelling from offline to online to target consumers.

The kick-off event successfully attracted to 1000pax in three days with media, KOL, VIP and the public and generated over 54+ millions of impressions online, 9M PR value, 1.6M reach to target consumer (over 80% in aged 21-44) and drove the sales growth as well as virality of the discussion online.

The campaign collaborated with a number of partners and is truly a presentation of teamwork with carefully crafted creative and execution. The results are well-deserved to the team – winning three awards at MARKETING-INTERACTIVE’s Marketing Event Awards 2022, including gold in Best Brand Experience, silver in Best Event - Creative with the help of What-if events agency; bronze in Best Use of Social with Guru Online digital agency.

What brought the campaign to live is the team crafted a multi-facets experiences surrounded the ‘Sprit’ of the NBA and connect to the blooming street culture. The black instatement of Hennessy x NBA pop-up basketball court with the volunteered teams 3 –on-3 battles and free throws, the street art live jamming and battle by HKwalls, and the DJs, the NBA 1977’s Larry O’Brien Trophy along with Hennessy x NBA merchandising display, and the NBA inspired Hennessy cocktails with one of the best bartenders in town stationed in the design in chic Hennessy bar.

The pop-up location has the unbeatable best view of the city with Victoria Harbour and skyline. Every component made the weekend long event became part of the participants’ unforgettable memory – the view, the arts, the music, the drinks and the game. And the element of the physical event is well-reflected on the campaign mini-site and the social content. It breaks the boundaries of the online/offline on the “game” mechanism, to drive the audience curiosity through the online basketball mini game to offline event enrollment and to tap in o the Hennessy x NBA programme and limited-edition products.

The campaign continues through 2022 with Hennessy in the Paint, a Hennessy global CSR project to revitalise the run-down community basketball courts. Hong Kong’s court is the first in Asia for Hennessy at the rooftop of Tsing-Yi Shopping mall’s carpark. More activations to come in 2023.

This article is sponsored by Hennessy.