MARKETING-INTERACTIVE is proud to current Content 360 – Hong Kong: Content that captivates, a convention about content material advertising and marketing, content material tendencies and storytelling in a yr amidst the return of reside occasions, cookie deprecation, the mixing of AI in advertising and marketing, new units, international sporting occasions and weekend purchasing journeys to mainland China.
Taking place on 26 June at Hong Kong Ocean Park Marriott Hotel, our 28 audio system will share with us their insights and experiences on content material technique for matters reminiscent of integration of content material with commerce, cross-border advertising and marketing, and using AI in content material creation.
Joining us on the panel on how to leverage new-age experiences to join and convert customers is Marco Lee (pictured), deputy head, retail and wealth administration advertising and marketing, Standard Chartered Hong Kong. With 20 years of expertise within the banking trade, Lee has developed a various talent set that features experience in advertising and marketing technique, enterprise administration, section propositions, and portfolio administration.
Lee was additionally concerned in growing the “SC presents: JOURNEY・REIMAGINED” marketing campaign, that includes native artist Ivana Wong to create a collection of immersive experiences that transported individuals to widespread areas reminiscent of Japan, and Norway. It aimed to encourage Hongkongers to expedite their dream holidays by incomes miles flexibly with Standard Chartered’s vary of banking merchandise.
In a dialog with MARKETING-INTERACTIVE, a spokesperson from Standard Chartered highlighted that the expertise is enhanced by meticulous sound design and ambient music, showcasing the financial institution’s dedication to digital creativity and modern sensory parts.
By merging travellers’ twin passions for artwork and journey, the spokesperson stated the advertising and marketing marketing campaign presents a travel-themed immersive expertise that goes past conventional promoting.
When discussing “new-age experiences”, the spokesperson stated one facet that can not be missed is the metaverse. However, leveraging it to create model experiences will be difficult for manufacturers due to the complexity of various platforms and applied sciences, which can make it troublesome for customers to navigate, the spokesperson added.
MARKETING-INTERACTIVE: What was the considering behind JOURNEY・REIMAGINED? What added worth do such “new-age experiences” leveraging cutting-edge know-how convey to a model’s fairness?
JOURNEY・REIMAGINED is the activation a part of our 2024 journey marketing campaign “Travel to the fullest. Live life to the fullest.” The marketing campaign is supported by the “Hong Kong prosperous journey examine 2024” we carried out earlier this yr. The consequence reaffirms our understanding that journey privileges and experiences reminiscent of airport lounge entry, precedence check-in, and boarding are the musts for prosperous travellers these days.
To successfully goal our experience-driven viewers, the core technique is to “present, don’t simply inform.”
Merging our travellers’ twin passions for artwork and journey, we aimed to current a grand and travel-themed immersive expertise that goes past typical promoting.
An immersive airplane theatre transported guests via AI-generated, visually-striking dreamscapes tailor-made to prosperous preferences, reminiscent of Tokyo’s Shibuya Crossing reimagined with surreal tranquillity and cyber-punk koi fish, and a mesmerising rendition of Oslo’s cosmic dance of the Northern Lights.
The total expertise was accentuated by professional sound design and ambient music, serving as a testomony to digital artistry and sensory innovation.
By opening this activation to the general public, we elevated consciousness of Standard Chartered’s distinctive banking suite which defies the traditional spend-earn mannequin by incorporating broader journey advantages, providing an on-ground experiential reminder that “your dream journey is realised and introduced nearer to you by Standard Chartered.” Through this activation exercise to paint Standard Chartered because the visionary of prosperous travelling, turning broad consciousness into consideration for our wealth merchandise.
MARKETING-INTERACTIVE: Is it time to sundown metaverse (utterly digital) advertising and marketing experiences? What classes ought to entrepreneurs draw from that interval in historical past?
When manufacturers are creating their very own metaverse experiences, generally it isn’t straightforward for customers to observe completely different platforms and know-how. Some earlier circumstances confirmed that manufacturers used codes of the metaverse, from design to language, with out delivering an pleasurable expertise to purchasers.
A real shopper expertise at all times permits customers to really feel, engage, take part, and get related to the model.
When you may successfully join together with your audience and supply them with an pleasurable expertise that additionally permits them to see the advantages of a services or products for themselves, it is going to enhance the chance that they are going to take motion and grow to be your customers.
Marketing experiences inside the metaverse positively have their place. Technological tendencies bubble up and infrequently take some time to attain mass consciousness. With know-how going mass, metaverse advertising and marketing will definitely present its worth and effectiveness.
MARKETING-INTERACTIVE: Do you count on the frontier of “content material” to be stretched additional? What sorts of content material do you suppose individuals will probably be wanting ahead to within the coming years?
The frontier of content material will proceed to be stretched as new platforms and new pursuits proceed to emerge. Like different markets, the pattern of Hongkongers staying energetic on social media is rising. While Instagram, Meta, Youtube, and Xiaohongshu turned the foremost social media amongst purchasers in Hong Kong, fundamental tendencies reminiscent of short-form movies or podcasts are nonetheless within the improvement stage.
Everyone may very well be the content material creator creating their very own content material in their very own fashion. From cosmetics to journey, foodie, music, and artwork, there may be at all times new content material to be created each minute.
With AI progressing properly, there will probably be a wave ushered in of the true creator economic system, coming with new alternatives in content material advertising and marketing. We ought to all be enthusiastic about it.
Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza underneath the theme of “Content that captivates”. Get along with our fellow entrepreneurs to find out about AI in content material creation, integration of content material with commerce and cross-border focusing on, and discover the recipe for fulfillment inside the content material advertising and marketing world!
Related articles:
Interview: Marketer Terence So on how to flip workers into model parts in a marketing campaignInterview: Marketer Rudd Liu on how to localise content material for HK and China audiencesInterview: Chubby Hearts HK’s curator Sam Lam on how to convey content material to life via occasions
https://www.marketing-interactive.com/interview-stanchart-hk-on-how-to-harness-modern-experiences-to-engage-customers
