TBWA Hong Kong and Formula E touches local culture with 'we are all drivers' campaign


Written By

Campaign Brief Asia


August 25 2016

In the lead up to the Formula E racing spectacle in October, TBWA and Formula Electric Racing (Hong Kong) Limited has launched an integrated creative campaign that aims to capture the spirit of Hong Kong through the symbol of racing.

'We are all Drivers' will run on television, print, outdoor, events, social media and digital. The campaign is unique because the 2016 FIA Formula E HKT Hong Kong ePrix is the first electric motorsport race in Hong Kong and the first motorsport event in the city for over 30 years. At the same time, low brand awareness and interest in motor-racing in Hong Kong are challenges that the campaign had to address from the onset.

"Our insight was that Hong Kong is a city of individuals all contributing their own energy and striving for progress," said Jan Cho, general manager, TBWA Hong Kong. "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."

Key opinion leaders supporting and featuring in the campaign include Kevin Ma, founder of Hypebeast; Rex Tso, professional boxer; Ng On-Yee, world ladies snooker champion; Kim Pan-Gon, Hong Kong National Football team headcoach; and Johnna Ho, fashion designer. Collaborations with Hypebeast and other media platforms as well as partnerships with MakerBay, a space for makers and inventors in Hong Kong and FRD Motorsports will also help the campaign gain the right momentum.

Alan Fang, CEO of Formula Electric Racing (Hong Kong) Limited said Formula E aims to deliver an electrifying urban racing spectacle to Hong Kong as well as promote issues at the heart of modern mobility and consumption.

"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 Fang.

Driving this ambition are three core values of 'Energy, Environment and Entertainment,' through which, Formula E aims to foster technological innovation, increase environmental awareness and encourage sustainable behaviour.

"Guided by our core values, we launched the HKT Hong Kong ePrix with a vision of offering
something positive for all of Hong Kong to rally behind.

"With the support of our accomplished KOLs - each of whom have their own track record of electrifying Hong Kong - we are achieving our mission of spreading the excitement of the ePrix to all corners and encouraging all Hong Kongers to drive the city forward," Fang added.

"The phenomenon of electric cars is also very interesting and disruptive to the current system," said Cho. "Yet it's a reality that is not so far away as more electric cars hit the road. We believe the Formula E event also has the opportunity to take the conversation on electric cars to the forefront in Hong Kong."

The race will take place in October at Victoria Harbour with the iconic Hong Kong skyline as the backdrop. More than 40,000 tickets are expected to be sold for the two-day racing event.


Brendan Ma