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Ogilvy PR to ‘boost work-life balance’ in Hong Kong with Kronenbourg campaign

Ogilvy Public Relations has announced that it is looking to boost work-life balance in Hong Kong and encourage a more French lifestyle in the city with a campaign for Kronenbourg.

In a joint initiative with JWT and OMD, Ogilvy is launching a campaign for the French beer brand based around the French concept “cinq à sept” where two hours every day, from 5pm to 7pm, are set aside for social gatherings.

The campaign will encourage Hong Kongers to take work-life balance more seriously by embracing the “cing à sept” idea more frequently. A number of activities will be launched via a Kronenbourg 1664 Facebook app that will go live later this month.

Ogilvy PR Hong Kong associate director Paula Fisher, said: “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.”

Ogilvy PR’s campaign launch comes less than a year after the agency’s Beijing office lost a young executive, Li Yuan, allegedly to overwork. At the time of writing, Ogilvy had not responded to Mumbrella’s questions on whether the agency would be embracing the “cing à sept” idea itself.

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