The Hong Kong Jockey Club: Striding On with HKJC

The Hong Kong Jockey Club, a horse racing, sporting, betting brand and charity, used AI technology and location data to target consumers in China and encourage them to lead healthier lives.

Agency: PHD Hong Kong

Objectives

MARKET CHALLENGE/BACKGROUND:

56% of Hongkongers have an inadequate level of aerobic physical activity

79% have an inadequate level of daily fruit and vegetable intake

This has resulted in an increase in obesity of which 30% of Hongkongers are now obese. This is alarming as being unhealthy is now the norm.

In 2017, in line with HKJC's values of supporting Hongkongers and community betterment, HKJC took it upon themselves and developed the Striding On: 21-day Challenge, a digital fitness programme which encouraged Hongkongers to achieve their healthy living goals.

KEY OBJECTIVES:

To drive betterment of...

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