Generating excitement for a new sports channel

LeSports
Challenges

LeSports, a leading sports brand in China under the LeEco family, was established in Hong Kong in September 2015. The new sports channel is an over-the-top (OTT) service aimed to change viewing habits of sporting events in the local market. Gaining engagement and excitement for the channel, while creating real connections with Hong Kongers was our key challenge.

Approach

We strategically launched the free, 24-hour sports channel to appeal to sports fans, positioning the brand for active local engagement.

  • Announced LeSports as the official sports content media partner of key broadband and cable providers in Hong Kong
  • Created noise for its exclusive broadcasting rights for the Premier League, the FA Cup and the NBA, in addition to more than 2,500 licensed sports matches
  • Working within LeSports’ mission to support and promote the sports industry in the city, we drove influence through working with local sports personalities
  • Developed a creative and consistent campaign, engaging international sports stars such as former Liverpool player Robbie Fowler and legendary NBA player Clyde Drexler to ensure outreach to a wider audience
  • Created and prepared issue management manual to ensure smooth communication processes internally and externally
  • Built relationships with Hong Kong and mainland China media and influencers including lining up an NBA Beijing media tour
  • Lined up client meet-and-greets to create editorial opportunities with key media and influencers

 

LeSports
Outcomes
Newspaper
+90
stories on launch day alone
+141
stories published on NBA launch activation
Media
+100
media attended each key campaign launch
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