Generating excitement for a new sports channel

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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

Outcomes

+90

stories on launch day alone

+141

stories published on NBA launch activation

+100

media attended each key campaign launch

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