Formula E chooses TBWA\Hong Kong to launch the first ever e-car race in the city in October

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Formula E Logo.jpgFormula Electric Racing (Hong Kong) Limited has assigned TBWA\Hong Kong as their strategic and creative partner to promote the first ever HKT Hong Kong ePrix (October 8-9, 2016).

The FIA Formula E Championship is the world’s first all-electric auto racing series. It was created as a means of demonstrating the potential of sustainable mobility, whilst promoting three core values: fostering technological innovation, increasing environmental awareness and encouraging sustainable behaviour.

Formula E.jpgThe event in Hong Kong will include the HKT Hong Kong ePrix, the eVillage, and an exclusive club with performances by special artists, all taking place right in the heart of the city.

“The HKT Hong Kong ePrix is the first ever electric motorsport race in Hong Kong, and the first motorsport event in the city for over 30 years,” said Mr Alan Fang, Chief Executive Officer of Formula Electric Racing Hong Kong. “With an exciting, crowd-pleasing format, and a unique urban racetrack with the spectacular backdrop of Hong Kong’s harbour-front and skyline, the HKT Hong Kong ePrix is set to be one of the most exciting events on the global Formula E circuit and, more importantly, a new signature event for Hong Kong.”

“We are a brand built for the future. Whether it’s in tech innovation, sustainable living or culture, we hope to set a new paradigm for what Hong Kong events and sustainable living in Hong Kong can be,” added Fang. “It’s essential that these values are reflected in the event and in the way we communicate, so that our message reaches all Hong Kong people. Partnering with TBWA will help us achieve this vital objective.”

TBWA\Hong Kong’s undertaking will encompass a fully integrated scope with social and content at the core of it. The agency has taken the challenge to introduce both the brand of Formula E and large-scale auto-racing – concepts that are generally foreign to most Hong Kong people.

“Just like TBWA, Formula E is fiercely entrepreneurial and forward-thinking,” said Jan Cho, General Manager of TBWA\Hong Kong. “Not just because they’ve been able to disrupt the traditional model of auto-racing, but also the values they embrace. We’re excited to work with a like-minded 21st century brand that is just as dedicated to the tech and digital sphere as we are.”