Background In the midst of the COVID-19 pandemic, domestic tourism has become a popular entertainment option for the Hong Kong public during holidays. The Hong Kong Design Centre (HKDC) organized an event titled “#ddHKDesign #HongKongLand”, and invited local and international artists to design seven beautiful outdoor installations, under the theme of “transFORM” along the harbourfront of Causeway Bay Typhoon Shelter to Central, so that the public can enjoy outdoor activities and feel the beauty of this form of art.
To raise awareness of the event and promote key artwork, HKDC tapped on AnyMind Group’s AnyDigital Premium Marketplace (APM) to reach audiences including design enthusiasts, families and the general public with online advertising.
Strategy The target audience for this event include：
• General public • Design/art enthusiasts • Parents and families
In order to deliver multiple messages within a single ad space, the rich media ad formats used are “3D slideshow” and “mobile carousel”. Both ad formats can hold multiple images and content.
Results Through a highly interactive ad format and the right inventory, the “#ddHKDesign #HongKongLand” campaign received 1.2 million impressions and 325,000 user interactions, successfully driving outstanding publicity for the event.
