Hong Kong individualism sells city’s first electric motorsport race in campaign by TBWA



Written By

Mumbrella Asia


August 25 2016

A campaign has launched to promote the first electric motorsport race in Hong Kong coming up in October.

Titled ‘We are all Drivers’, a TV, print, outdoor, events and digital campaign created by TBWA\Hong Kong aims to promote the 2016 FIA Formula E HKT Hong Kong ePrix around the idea that Hong Kong is a city of individuals.

A TV campaign, also running in social media, features fashion designer Johnna Ho, national football team headcoach Kim Pan-Gon and Kevin Ma, founder of Hypebeast.

Jan Cho, general manager, TBWA\Hong Kong, said: “Our insight was that Hong Kong is a city of individuals all contributing their own energy and striving for progress. Like Formula E, these people are driving the future of the city and these stories personified by local KOLs makes the campaign about much more than just racing. It opens up cultural values embedded in Hong Kong’s consciousness.”

The race, and the campaign, also aim to promote a shift to electric cars in the city.

“Our ambition is to build a global brand and signature racing event in Hong Kong while also helping to drive the change to an electric future,” said Alan Fang, CEO of Formula Electric Racing (Hong Kong) Limited.

Boxer Rex Tso features in a web film to support the campaign.

An interview with driver Adderly Fong is also featured.

The race is scheduled for October at Victoria Harbour.