According to Salesforce, experiential marketing permits customers to not simply purchase services or products from a model, however to expertise the model. It can create personalised engagement, a stronger connection between the product and emotion, a optimistic touchpoint and social shareability. However, amidst the pandemic, brands and entrepreneurs have hardly had the possibility to have face-to-face experiences with prospects.
A examine carried out by Agency EA unveiled that 90% of brand-side entrepreneurs continued to face behind the effectiveness of in-person occasions as being a vessel to attach and strengthen their organisation’s relationships with their prospects. Meanwhile, 88% of respondents felt extra linked to a model after an in-person, quite than a digital occasion — proving the worth of face-to-face experiences.In mild of the significance of experiential marketing, we turned to our Marketing (*5*) Awards Hong Kong 2021 outcomes to search out out who our judges thought have been the 5 greatest brands in Hong Kong. We’ve listed our prime 5 winners alphabetically. Our checklist of businesses beneath gained over our unbiased panel of high-calibre, client-side entrepreneurs not solely by displaying the work they’ve accomplished for purchasers, but in addition by way of their want to nurture expertise and create proprietary merchandise for the execution of world class campaigns.Alipay Payment Services (HK)
AlipayHK and Sino Group joined forces to launch the “AlipayHK x Sino VouchersLand” marketing campaign in Olympian City mall below the theme of “Endless Vouchers. Enjoyment Everywhere!”. The Vouchersland marketing campaign featured six interactive zones masking diversified shopper experiences of way of life, catering, retail and different companies.
The marketing campaign built-in the mall’s interactive expertise to introduce the general public to AlipayHK’s shopper experiences. Spanning throughout 4,000 sq. ft within the atrium of Olympian City Phase II, the six zones enabled guests to expertise AlipayHK’s shopper companies whereas taking part in all kinds of interactive video games to win rewards on prime of consumption vouchers. Dedicated workers was stationed onsite to assist customers register on-line to obtain the digital consumption vouchers by way of AlipayHK. According to Alipay, shopper sentiment of the general public had dwindled drastically final 12 months and the retail market had been sluggish as a result of pandemic, making the enterprise surroundings extraordinarily tough. In response to the federal government’s consumption voucher scheme, AlipayHK collaborated with quite a few retailers to launch a complete of almost HK$1.7 billion rewards.The marketing campaign launched a number of experiences, together with good retail, on-line buying, selfie and dwell streaming. Additionally, AlipayHK teamed up with TamJai Yunnan Mixian and TamJai SamGor Mixian for the primary time to supply interactive experiences. To additional have interaction guests, devoted workers have been out there on-site to assist AlipayHK customers make registration on their cell phone for receiving the federal government’s digital consumption vouchers.Citywalk
Citywalk’s marketing campaign consisted of two phases. The marketing campaign was aimed toward offering a enjoyable and academic expertise the place buyers might expertise upcycled artwork through a setting comprising 100 handmade displays. The displays have been made out of recycled waste supplies. Also, the mall hoped to amass new members for its loyalty programme and boast tenants’ enterprise. The mall collaborated with native artist Busymama to create photogenic surroundings, enabling buyers to take pleasure in position play with props reminiscent of farm instruments. The mall additionally used the music Old MacDonald Had a Farm to supply a extra attention-grabbing expertise. The mall additionally provided workshops the place buyers might use recycled supplies and eco-friendly paint to create artwork items.
Also, Citywalk organized a wide selection of unique workshops, video games and mini-drama exhibits for members of loyalty membership S+ REWARDS members, attractive them to remain and store on the mall. Moreover, photogenic spots have been included on-site, enabling guests to take images maximising publicity of the marketing campaign on social media.
The marketing campaign didn’t cease right here. The artwork items created by handmade recycled supplies have been donated to 2 faculties and two charities.DBS Bank (Hong Kong)
DBS Bank (Hong Kong)’s marketing campaign “DBS Live Fresh: Dancing Light” was aimed toward driving consciousness and buyer engagement, spurring Gen Zs to join its Live Fresh bank card, The financial institution mentioned the bank card market within the metropolis consisted of quite a lot of rewards. As different banks emphasised rewards and factors, DBS Bank (Hong Kong) took a recent method because it hoped to turn out to be a part of a cultural dialog to really have interaction with its audience and join with them at an emotional stage.It added that the financial institution believed that the bank card ought to work seamlessly in each a part of its audience’s expertise. So it got here up with a first-of-its-kind mild dance competitors “DBS Dancing Light”, offering an internet platform to encourage its viewers to essentially “dwell recent” and dance to their beat. Dancing was particular to our audience.To elevate this concept, DBS Bank (Hong Kong) teamed up MIRROR’s member Lokman Yeung and famend native choreographer Alison to create a collection of content material by way of its “DBS Dancing Light” dance competitors. The marketing campaign contained a number of on-line touchpoints and content material, together with Facebook and Instagram posts and movies.
New World Development
The occasion “Discover the State Theatre in All of Us”, curated by Culture for Tomorrow, a non-profit organisation based by New World Development CEO Adrian Cheng, allowed guests to rediscover the golden age of the State Theatre within the Fifties. At the start of the tour, guests have been requested to go to the field workplace to “choose” their seats. After that, they might obtain a classic film ticket that marks the beginning of the journey. They have been then invited to discover tales of the theatre by way of numerous actions. For instance, they might study the historical past of the State Theatre from the times of the Empire Theatre (璇宮戲院), the unique title of the place, the place worldwide performances have been staged. Exhibits and artefacts showcased the design concepts of the constructing, as its parabolic exoskeleton truss was a novel design that bore witness to the historical past of North Point as soon as dubbed “Little Shanghai”. Culture for Tomorrow collected memorabilia of the State Theatre since three years in the past. Over 100 artefacts have been displayed within the occasion to introduce the cultural panorama of the previous days, together with film handbills from the Fifties, previous tickets of midnight screenings, tickets of balcony and stall seats, workers uniforms, postcards that includes the King’s Road tram station, and an aerial photograph of the previous North Point.In addition, guests might additionally evaluate the gross sales brochure of the State Theatre constructing and the Nineteen Seventies film posters painted by the native poster grasp Yuen Tai-yung. Rare film posters and excerpts from the late worldwide celebrity Bruce Lee’s posthumous work Game of Death in 1978 have been displayed too.
Ngong Ping 360
The marketing campaign “Ngong Ping 360 x Hang Heung 100 Eggs-plore 360” was aimed toward strengthening Ngong Ping 360’s model loyalty and celebrating the a hundredth anniversary of Hong Kong-based bakery Hang Heung, offering an alternate when Hongkongers couldn’t journey amid the pandemic.
It consisted of two components, together with the “Eggs-plore 360 Campaign” and Hang Heung’s exhibition. The marketing campaign provided a treasure hunt which allowed individuals to win prizes reminiscent of a staycation package deal and a Nintendo Switch. It additionally provided photogenic spots with egg-themed shows, reminiscent of sweetheart muffins, wedding ceremony muffins, an Easter egg wall, an infinite egg tart swing, and a backdrop showcasing native cafes within the Nineteen Eighties.
Meanwhile, the exhibition showcased the tales and artefacts of previous Hong Kong, together with tea homes within the Sixties, the Kowloon Walled metropolis, and a crimson sedan chair. Additionally, guests might know extra about how you can make Chinese pastries and the historical past of the bakery by way of an exhibition co-curated by native illustrators.
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