How HK brands can tap on the Olympics despite the games being held in Paris

As the Paris Olympics Games 2024 are approaching, we can see an influx of global brands putting out marketing campaigns to jump on the Olympics frenzy such as adidas and Samsung. However, Hong Kong’s participation in Olympic-related marketing is relatively subdued.  

This can be attributed to the time difference between Hong Kong and Paris, coupled with economic considerations, leading to a more subdued presence of local brands in Olympic sponsorship.

According to OMG HK's Video Content Viewing Landscape Q1 2024 report, some Hong Kong netizens remain mixed on whether the time difference will reduce interest in the Olympics. Some compared the Tokyo Olympics with Paris, explaining that it was easier to tune in to Tokyo’s sporting events due to a smaller time difference. 

Despite some scepticism in viewing interest, there are netizens who view the purchase of Olympics broadcasting rights as an appropriate use of public funds. The report also found that viewing interest in the upcoming games are nearly on par between female (62%) and male audiences (60%). 

Industry players MARKETING-INTERACTIVE spoke to also agreed on the lack of participation in Olympian marketing among Hong Kong brands.  

Major international companies with substantial marketing budgets, such as adidas and Samsung, often secure the prime sponsorship slots, making it challenging for smaller, local brands to compete for visibility on the same platform Sponsorship and advertising during the Olympics require substantial financial investment, according to Jacopo Pesavento, CEO, Branding Records. 

For many Hong Kong brands, especially small to medium enterprises, the cost of running significant Olympic-related campaigns might outweigh the perceived benefits, he said. “These brands may prioritise more localised or region-specific marketing strategies instead,” he added.  

On the other hand, Ben Thrasher, strategy director, Design Bridge & Partners Hong Kong, said brands will want to get involved somehow, but with the cost and resource needed for massive OOH campaigns, he can see why local brands have not invested much to date.  

“However, during the games, I imagine Hong Kong brands will find some sweet spots and get via social media or IRL brand activation,” he added. 

How can HK brands still tap on the trending conversations around Olympics? 

Despite the games being held in Paris, some local brands did capitalise on the Olympics to create buzz online.

For example, back in May, a Hong Kong skyscraper featuring computer-generated visual creations of Cathay’s latest campaign “Every move counts” and the spirit of Hong Kong Olympic swimmer Siobhán Haughey, wowed many Hongkongers with large-scale visuals, turning the historic building into a new landmark of the city.

Don't miss: Why a HK building featuring CG visuals of Cathay's campaign captures HKers' hearts

As such, Thrasher said local brands should also recognise the power of social media as a brand-building channel for Olympics-related campaigns.

Rather than having long-term plans for campaigns well ahead of the Olympics, local brands can easily put out social media posts around the Olympics in real time, to be part of the action, he added.  

Another way that local brands can get involved is through the ‘localisation’ of the Olympics here in Hong Kong, by crafting stories around the behind-the-scenes stories of Hong Kong athletes that are competing in the Olympics games, he said. 

Behind-the-scenes storytelling could embrace the untold narratives of the athletes who are part of the Hong Kong community – their journey to the Olympics, their experiences or feelings about Paris, he said.  

This approach would be well-received, as a means of helping Hongkongers celebrate homegrown athletes with patriotic pride, even if we are thousands of miles away in Paris.

Agreeing with him was Xiaofeng Wang, principle analyst at Forrester, who said Hong Kong brands can leverage moment-based marketing on social media to engage audiences during the games.

As for non-consumer-facing tech brands in Hong Kong, Wang said they can learn from Alibaba Group, the global Olympic partner, to leverage events such as sports games to increase their brand presence and impact.

"Their focus is to transform the way Olympic Games content is broadcasted on the cloud, including using multi-camera three-dimensional replay technology to enhance the spectator experience on TV or on the internet."

Opportunities for F&B and hospitality brands

It is common for brands to appoint athletes as ambassadors to uplift the brand’s image and build consumer recall, said OMG HK’s insights director Nicole Cheng. Some brands that have done so include Cathay Pacific with swimmer Siobhan Haughey and lululemon with rugby player Cado Lee, swimmer Camille Cheng, fencer Ryan Choi, and tennis player Eudice Chong.  

However, it is important to clearly showcase how the athlete represents the brand’s values and what both parties have in common as well as think about what story the brand wishes to tell through the athlete, she added. 

While the time difference poses a challenge, it also presents an opportunity for Hong Kong's hospitality sector, said Branding Records’ Pesavento. Restaurants, bars, and public spaces are organising special evening and late night events to broadcast live Olympic coverage.   

“These events transform ordinary venues into vibrant hubs of activity, complete with themed decorations, special menus, and interactive activities. Such initiatives not only provide an enjoyable viewing experience but also foster a sense of community among sports fans.” 

He also suggested Hong Kong brands should set up pop-up night markets with large screens broadcasting live events, complemented by food stalls offering international cuisine inspired by participating Olympic countries. 

The Olympics also presents a golden opportunity for food and beverage brands across Hong Kong to put out Olympics-themed menus, events, competitions that draw customers and heighten the passion, according to Anant Deboor, head of strategy, VML HK.

Given that Hong Kong has potential gold medal hopes in fencing and swimming, brands have opportunities to show their support and build a real culture within the community. "While the Paris Olympics are for only two weeks, brands can treat it as a launch pad to help build a stronger sense of national connection and passion for the brand in the long term," Deboor added.

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