Award: CAMPAIGN CATEGORIES \ C27. Best Public Event

Leveraging 25th anniversary of Hong Kong’s return to China that could arouse public resonation and excitement, the ‘China Chic meets HK Style’ offline event was launched to advocate cultural openness, diversity and integration via arts co-creation and exchange. In the course of the event, also showcasing Hong Kong’s urban landscape and new tourism experiences to the Mainland consumers, to revive their interests and aspiration for the destination. The offline event was also amplified by an influencer campaign to expand the social impact.

To maximize awareness of the offline event and to amplify the campaign impact, we have leveraged the Douyin young KOLs to develop teaser videos using local dialects of the 4 event cities to heighten attention, and post-event videos to share the highlights with more audiences.