Sun Life reaffirms brand promise by sponsoring Pokémon Run HK 2024

Sun Life HK will be the title sponsor of the Pokémon Run Hong Kong next year, to empower individuals to live healthier lives, following its sponsorship of the “Minions Run Hong Kong 2022”.

Organised by Running Aces, the “Sun Life Fun Run Presents: Pokémon Run Hong Kong 2024” event will take place on 17 March 2024, at the Hong Kong Science Park and targets the public, including parents and children.

Through hosting this event, Sun Life adheres to its commitment to supporting the community, promoting sustainable development and further strengthening its family proposition. This is part of its mission to encourage the public, clients, partners and staff to live healthier lives.

Continuing the momentum to build its family proposition since 2017, the brand will be introducing a series of activities starting this month, allowing the public to enjoy the festive atmosphere.

Pokémon roadshow will appear in Causeway Bay and Tsim Sha Tsui on the weekends later this month, enabling families to play fun mini-games to win Pokémon souvenirs and take photos with Pikachu.

In addition, a Pokémon-themed treasure hunt will be held in January next year, inviting the public to explore different checkpoints in the community to capture all Pokémons and win Pokémon prizes.

Participants who register successfully on the first four days from 5 December to 8 December will receive a special early bird gift Pikachu Storage Box.

To engage a wider audience, the brand leverages a wide range of social media platforms and engages different KOLs with a large follower base to publish posts to call for registration.

Meanwhile, a series of pre-run activation events including social activation games with its brand elements will also be launched this month to raise public awareness. Leveraging these activations through online and offline channels, it aims to maximise public engagement on this big event.

In terms of the measurement of return on investment, Sun Life said it anticipates an impressive range of 6,000 to 8,000 participants who will actively engage in the event. In addition, by tracking and analysing the event's participant count, it can evaluate its impact and assess the ROI in terms of the event's reach, visibility, and potential business opportunities.

This title sponsorship of "Sun Life Fun Run Presents: Pokémon Run Hong Kong 2024" reaffirms the Sun Life brand promise of empowering individuals to live healthier lives and furthers its mission of supporting the community and promoting sustainable development, said Irene Ho, chief marketing officer of Sun Life Hong Kong.

“This extraordinary event allows parents and children to participate together, nurturing their physical well-being and promoting active lifestyles. At the same time, the event aims to support the people in need in the community and educate our next generation to uphold the spirit of giving and care,” she added.

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