The Way of Boosting Brand Favorability
In 2021, KFC teamed up with Spartan Race Hong Kong to host the KFC Delivery Run, with an aim to instill positive energy, vitality and optimism into Hongkongers’ lifestyle. As one of the major sponsors, WeChat Pay Hong Kong (WPHK) intended to launch a range of special events to improve their brand image.
Client
- WeChat Pay Hong Kong
What We Did
- Outdoor Promotion
- Environmental Design
Event Concept
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.
A Final Word
Nowadays, a lot of companies promote themselves through various events. Prior to planning, it is essential to analyse their very own pain points and market trends, and then organise campaigns accordingly to ensure significant enhancement in brand favorability.
