2025 in review: Campaigns that set Hong Kong abuzz

This year has been an exciting adventure for marketers, filled with nostalgia-driven activations that resonated culturally. Brands embraced interactive social media to boost participation, fostering a strong sense of community and pride. They also delivered unique experiences that money can’t buy, showcasing their creativity at every turn.

Some campaigns captured attention across the city, effectively resonating with the emotions and shared experiences of their target demographics, fostering a strong sense of belonging. Each initiative utilised powerful storytelling techniques to forge emotional connections with audiences, offering immersive experiences and reimagining beloved icons for a new generation.

As 2025 draws near, MARKETING-INTERACTIVE turns to the Marketing Excellence Awards 2025 Hong Kong to spotlight five remarkable integrated marketing campaigns that shaped the industry. Here’s a look at the standout campaigns that demonstrated marketing's true essence: crafting unforgettable experiences rather than just pushing sales.

1. Cathay’s “Nothing beats being there”

Cathay sparked discussion on social media after a Cathay Pacific A350 flew near Kai Tak Stadium over Victoria Harbour on the final day of the Hong Kong Sevens.

This initiative was part of Cathay’s “Nothing beats being there” campaign, created in collaboration with Leo Burnett Hong Kong, PR agency MSL, Luminous, and Digitas. It leveraged Cathay’s sponsorship of the Hong Kong Rugby Sevens, held for the first time at the new Kai Tak Stadium, the former site of Hong Kong’s International Airport and Cathay's old “home”.

The campaign's creative strategy targeted rugby fans who enjoy partying, emphasising that you had to be there to feel the excitement. Inspired by "FOMO" (fear of missing out), a film was launched pre-event to demonstrate that only attendees of the Hong Kong Sevens would experience the true thrill.

Furthermore, the campaign took over key MTR stations and utilised its concourse digital motion network, partnering with the Hong Kong Tourism Board to create visitor centres throughout the city.

On the final day of Hong Kong Rugby Sevens 2025, Cathay launched a special flight demonstration featuring a Cathay Pacific A350 that flew near Kai Tak Stadium, passing through Victoria Harbour.

The event celebrated CX8100’s homecoming and the 100th anniversary of Kai Tak Airport, marking Cathay’s role as title sponsor for the first year of the Sevens at the new stadium. It also recreated the famous "low-altitude fly-past" for the first time since the airport closed 27 years ago.

2. “HSBC One: Fashion x Esports Drop”

HSBC One merged esports with fashion to show that young customers are legendary, leveraging its 2024 partnership with the League of Legends Championship team T1.

Recognising that young people base their banking choices on cultural resonance as much as product features, HSBC One leveraged its partnership with T1 to expand into fashion. This blend with esports represented its cultural authorship and sought to establish authority among younger audiences.

To create genuine cultural value, HSBC One pioneered Hong Kong's first fashion-esports experiment, bridging two fields that celebrate personal expression and community. Despite their similarities, fashion and esports had remained culturally disconnected.

HSBC One also brought esports to the world of fashion by introducing Esports Zone at the cultural event ComplexCon Hong Kong.  In collaboration with local designer brand Offgod:Tate, the bank produced a collection of limited-edition fashion items that debut exclusively at ComplexCon Hong Kong 2025. The collection blended the distinct styles and innovative spirit of both brands, highlighting the dynamic relationship between esports and fashion in a bold and playful approach.

Centred around the universe of esports, the collection told the story of Offgod:Tate's iconic character “Skully” evolving into a brand-new robotic creation, "Machine Skull." The designers drew inspiration from ergonomic gaming devices and controllers, and sci-fi mechas such as Gundam and Maschinen Krieger to create a bold and imaginative "Machine Skull."

3. McDonald’s Hong Kong’s “50 Benches” 

McDonald’s Hong Kong created a buzz by placing 50 benches at iconic locations to celebrate its 50th anniversary and shared memories with Hongkongers across generations.

Done in collaboration with creative agency DDB Group Hong Kong, and media agency OMD Hong Kong, the “50 Benches” campaign used a creative activation to reflect Hongkongers’ relationship with McDonald’s: the iconic Ronald McDonald bench. As the brand evolved, these classic benches gradually disappeared from the city. 

The campaign began by strategically placing 50 McDonald’s benches in 50 iconic locations throughout the city for everyone to sit on and take photos. Each location was chosen to tell a unique story about the brand’s history and its relationship with Hong Kong. 

For example, the Star Ferry location recalled a 1976 stunt for the first McDonald’s store across the harbour, while the Tsim Sha Tsui store marked the opening of the brand’s first 24-hour outlet in Hong Kong. The benches acted as time machines, evoking memories spanning 50 years for Hongkongers throughout the city. 

The campaign then expanded into an interactive gaming experience, inviting Hongkongers to participate in a treasure hunt down memory lane, encouraging them to find each bench scattered throughout the city.

4. Standard Chartered Hong Kong’s “Unstoppable Reds: From Anfield to Hong Kong”

Building on Standard Chartered’s partnership with Liverpool Football Club since 2010, the bank launched the "Unstoppable Reds: From Anfield to Hong Kong" campaign, transforming a global sponsorship into exclusive, transformative experiences that money alone could never buy. 

The global sponsorship platform “Now is our time” reflected Hong Kong’s moment, with the campaign strategy aimed at bringing the spirit of Liverpool to life in Hong Kong.

In the first phase, Standard Chartered Bank (Hong Kong) offered priority private clients exclusive access to the Premier League finale in Liverpool, with TVB documenting the journey in a star-studded mini-show. The campaign also allowed selected clients' children to walk onto the pitch with Liverpool’s players, creating a once-in-a-lifetime experience.

In the second phase, the campaign aimed to create a global moment for its communities by bringing Liverpool FC to Hong Kong for a match against AC Milan at the Football Festival. 

Priority booking with Standard Chartered credit cards offered exclusive access to this highly anticipated event. Prime out-of-home displays and immersive fan zones transformed Hong Kong into a tribute to Liverpool’s legacy. The excitement began with an open training session uniting staff, clients, and community members, followed by a gala cocktail event that turned the grand halls into celebration spaces.

The highlight was the Standard Chartered trophy match between Liverpool and AC Milan, attracting a record crowd of 49,704. Fans created an electric atmosphere, making the event a memorable experience that resonated throughout Hong Kong.

5. Uber Hong Kong’s “The airport code war”

Uber Hong Kong launched a localised campaign targeting Hongkongers with a strong demand for convenient airport transportation. Local residents face unique challenges when traveling to the airport via public transport, as each district has its own specific issues.

Done in collaboration with local creative agency Omelette Digital, the campaign also aimed to enhance brand affinity by celebratinglocal pride and community spirit. 

Instead of simply giving out promo codes, Uber launched ‘The airport code war’ (18區機場爭碼戰), a two-week dynamic social movement that mobilised people from different neighbourhoods to participate in a voting competition across all 18 administrative districts, fighting for their rights to get to the airport easier - all through Instagram voting.

The "Airport code war" Instagram page served as a public voting booth, with a simple mechanism—1 like equals 1 vote—encouraging easy participation from Hongkongers. Featuring 18 posts representing each district, residents could vote based on their home district for a chance to win an Uber promo code. The district with the most likes would receive 2,500 geo-specific promo codes for 50% off airport Uber rides.

The "Airport Code War" campaign activated its strategy through a combination of creative communications, social media engagement, and promotions designed to drive participation while strengthening Uber’s connection with the local community. For example, the campaign kicked off with a pseudo-authentic Instagram reel featuring local celebrity Neo Yau, known for his viral rant videos on Instagram. He humorously ranted about his frustrating airport bus experience, immediately resonating with Hongkongers.

Two fake street rally events were also staged in Sai Kung and Yuen Long mimicking real election-style events to amplify the campaign’s excitement in the physical world.

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