Kronenbourg 1664’s work-life balance pitch to Hong Kong
Kronenbourg 1664 is looking to champion the concept of work-life balance in Hong Kong, through insight into the French lifestyle the brand offers.
Ogilvy Public Relations, Hong Kong has formed a partnership with premium French beer brand Kronenbourg 1664 for a new project, winning a fiercely competitive pitch, which spanned two months. Ogilvy’s joint creative venture with JWT and OMD involves a campaign around ‘cinq à sept’ – a French term used to describe the two-hour window between five and seven o’clock, reserved purely for social gatherings, such as ‘wine and cheese’.
The forthcoming campaign will involve a series of activities, all of which will challenge hard-working Hong Kongers to prioritise their work-life balance by embracing ‘cing à sept’ more frequently. The activities will be launched via a new Kronenbourg 1664 Facebook application, to be unveiled in April.
“By urging people to appreciate and enjoy some of the smaller pleasures in life, Kronenbourg 1664 wants to help Hong Kong find its way back to a more balanced lifestyle. Ogilvy delivered an impressive pitch and we are confident they are the perfect partner to introduce the fun and relaxed “Kronenbourg 1664” way of life to the local community,” said Lynn Quach, Marketing Director, Kronenbourg 1664.
“Hong Kong people are known for their ambition and work-orientated lifestyle, but are also becoming aware that all work and no play makes for a rather dull life. By introducing ‘cinq à sept’ in Hong Kong, we will be encouraging people to take a more proactive approach to their own happiness and well-being by focusing on some much-needed social time,” says Paula Fisher, Associate Director, Ogilvy Public Relations, Hong Kong.
