Established in 2016, WPHK had enjoyed a high level of brand awareness but suffered from relatively low brand favorability. Hence, Ztory suggested inviting local star athletes to promotional activities and all-star races. The athletes’ healthy and positive public image, combined with the growing popularity of exercise, made their participation an effective way to boost the brand’s favorability.

Before the race began, Ztory set up mobile cheering stations across various locations in Hong Kong Island and Kowloon Peninsula. Artists Carlos Chan and Kathy Yuen were engaged as ambassadors to distribute giveaways, such as specially designed waistbands and towels, to WeChat Pay users, gaining support from existing users and encouraging others to become members of the payment service.