Look, we’ll buy you a dinner at Guru or WTF in Lower Elgin Street, Soho, if you can understand these press release about the launch last night of- we’re nodding off- the illogical and confusing CSL 1010 Million Challenge.

At the track last night, we read a VERY loooong dissipation on how consumers can partake in this Challenge, but then decided, time would be better spent staring at watching paint dry.

Who knows who came up with very flawed concept, but, year after year, it’s trotted out like a tired old war horse.

It’s lazy marketing with CSL 1010 clearly not understanding how racing in Hong Kong is evolving and how the product can be part of this progress instead of just regurgitating what’s come before and trying to force a square peg into a round hole.

At least when former marketing guru of the brand- that macho sausage named Mark Liversidge had his gig, he provided some buffoonery by strutting through the Beer Garden and banging that bell and scaring the horses and making everyone think there was a fire drill. It was Marky Mark and his big ding dongs.

In very simplistic terms, the product should create a campaign to find the Kings Of Happy Valley- the jockeys, the trainers and the Happy Valley equine specialists.

But this awkward, silly, time-wasting “challenge” is just too challenging for the races- especially races at Happy Valley with its Happy Wednesday brand that attracts  a much cooler group of new racing fans who meet up to watch the races, follow their favorite jockeys, drink, eat and be merry or be Mary.

Giddy up, CSL 1010 ‘cos to this consumer group- surely, your primary consumer market, you’re looking very tired and dated.

Now, giddy up, readers, and try to make sense of this WTF press release.

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1O1O Million Challenge Kicks Off Another Season

(From Left) Hong Kong Jockey Club’s Chief Executive Officer Mr Winifred Engelbrecht-Bresges, Chairman Mr T Brian Stevenson, 1O1O’s Acting Chief Marketing Officer and Spokesperson Ms Alison Ko, and Executive Vice President, Corporate, Wholesale and International Mr Paul Hodges, officiate the opening ceremony of 1O1O Million Challenge

Hong Kong, 12th September, 2013 – 1O1O and The Hong Kong Jockey Club (HKJC) kicked off another season of the 1O1O Million Challenge last night at the Happy Valley racecourse. The new season is bound to bring everyone the sensation of speed and excitement found in 1O1O’s leading 4G LTE network†.

The 1O1O Million Challenge is a weekly race series at the Happy Valley racecourse, leading to the crowning of the champion at the finale on 5 March 2014. All Class 3 races or above at Happy Valley will be a part of the Million Challenge with points awarded for each race. The horse with the most points at the end of the season will win the 1O1O Million Challenge and top prize from the HK$1 million prize fund.

“The race is a true test of each horse’s performance, including strength, stamina and consistency”, says Alison Ko, Acting Chief Marketing Officer and spokesperson of 1O1O, “and these qualities accurately reflect the philosophy in our mobile services”.

1O1O aims to consistently deliver high quality network experience to customers. It is the world’s first operator to launch a dual band 4G LTE with DC-HSPA+ mobile broadband network.

Mr. William Nader, Executive Director of Racing at The Hong Kong Jockey Club, is pleased to have the 1O1O Million Challenge back again this season. “As in previous years, the race series is a unique and exciting addition to our racing program. We hope that everyone can join us -every Happy Wednesday to follow the 1O1O Million Challenge,” said William.

Furthermore, enjoy 1O1O’s new high speed action in our Facebook game “Virtual 1O1O Million Challenge” and stand the chance to win attractive weekly and monthly prizes. The winner who wins the most number of times after six months, at the end of the Million Challenge season, will win the latest handset. Join the game today and keep up with the latest news from the 1O1O Million Challenge by clicking ‘Like’ on 1O1O Facebook page!