Formula E | Create Your Future

Building on the “We Are All Drivers” positioning last year, Formula E looks to delve further into the fighting spirit of Hong Kong.

In the lead-up to the 2017 FIA Formula E HKT Hong Kong E-Prix in December, TBWA\ and Formula Electric Racing (Hong Kong) Limited have launched an integrated campaign that aims to appeal to the forward-looking spirit of Hong Kong people through electric car racing.

“Create Your Future” ran on television, print, outdoor, events, social media and digital.  

“Our insight was that being future-oriented is a quality that Hong Kong people really value at this point in time,” said Jan Cho, general manager, TBWA\Hong Kong.

“Whether it’s a trend of taking crash courses on saving money to buy your first home despite high prices, or the city’s start-up culture of people pursuing opportunities away from the traditional career track, the positive drive in Hong Kong is one of people fighting hard to win the future that they desire.”

Formula E shares similar values and this year’s E-Prix will celebrate and encourage this spirit in broader Hong Kong society.  

Alan Fang, CEO of Formula Electric Racing (Hong Kong) Limited, said Formula E aims to deliver a bigger and better urban racetrack spectacle to Hong Kong this year. Last year’s event was sold out with over 20,000 fans attending.