ICBC Asia launches citywide campaign to support HK athletes

ICBC Asia has launched a campaign to support Hong Kong's athletes in the Olympic Games, featuring five athletes across multiple touchpoints.

Working with Havas, the campaign was aimed at calling for Hongkongers to encourage athletes together, help them outperform their past records and strive for excellence in the Olympic Games. Featuring five athletes including Sarah Lee (cycling), Vivian Kong (fencing), Shek Wai-hung (gymnastics), Michael Cheng (windsurfing) and Grace Lau (karate), the campaign included a 60-second TVC featuring every one of them.

ICBC (Asia) has also rolled out a series of behind-the-scene videos for each athletes. For example, Sarah Lee, who won the bronze medal in the women's keirin at the 2012 London Olympics, explained what cycling meant to her and she hoped her triumph at he 2012 London Olympics could bring Hongkongers together. She also explained how to transcend herself by setting a new goal after achieving one. 



Also, in his dedicated behind-the-scene video, Shek Wai-hing explained that those who were not afraid of any defeat would win eventually. He had been practicing vault jumps for many times before competing at the Olympic Games. With the support from his coach, Shek said he eventually overcame his fear for not to perform well. He explained that if people was not afraid of any difficulties and persisted, they could transcend themselves. 

“The sponsorship of Hong Kong’s athletes to take part in the Tokyo Olympics is one of the many commitments ICBC (Asia) have been doing to give back to the society. We wish our Hong Kong athletes can strive for excellence in the games and achieve victories in the Tokyo Olympics,” said Ivy Lee, deputy head, chief executive office of ICBC (Asia).

The campaign has been launched multiple touchpoints, including TV and online platforms, a series of behind-the-scene online videos and OOH ads in Causeway Bay, Central MTR Station, Hong Kong International Airport  and Western Harbour Tunnel.

“We are very glad to partner with ICBC (Asia) to create this meaningful brand campaign. The idea focused on celebrating the transcendent spirit of ICBC (Asia), which is also commonly shared by Hong Kong athletes and the general Hong Kong public," said Ricky Lam, managing director of Havas Hong Kong.