The Campaign

EXCHANGING CHRISTMAS GIFTS WITH CELEBRITIES!? In order to create a brand new type of travel experience in Hong Kong, we filmed two celebrities with entirely different character and outlook, one depicts casual and hip while the other, contemporary fashion. The video shows our celebrities hand-picking Christmas gifts while they travel through Hong Kong. These gifts are posted daily to event site for netizens to exchange. Through the use of celebrity’s influence, simple interaction, and interesting topic, attracting young adults to create buzz on social media.

Creative Execution

In order to create a whole new style of travelling in Hong Kong, we filmed two celebrities with entirely different character and outlook. The video shows our celebrities hand-picking Christmas gifts as they travel. In the two weeks, 28 hand-picked Christmas gifts by our two celebrities are released daily to the web. Netizens present their gifts by uploading them to the web as well. Celebrities then choose from netizens’ gift. Both parties’ gifts will be gathered and exchanged the following day. After receiving the gifts, celebrities post the experience on social media, making the topic viral over web and attracting more people to get involve. The website also introduced the places where gifts were bought to engage users to travel in those attractions.

In just two weeks of launch, the two videos gained an approximate of 2.7 million views. Website has more than 140,000 visits, 22% came from Hong Kong’s Tourism Board and celebrities’ fan page. Total of gifts uploaded to website sums up to 2500. Netizens were excited about having the chance to exchange gifts with celebrities. The topic went viral over social media. With an increased of 108.7% travelers in the following 3 months, Taiwanese became the highest number of tourists to travel to Hong Kong after China.

Aside from the 30-40 year old tourists Hong Kong originally have, they wish to attract new travel group from 25-34 year old young adults who may have some amount of financial stability. This group of people happen to be Taiwan’s heavy social media users. The idea was to have their opinion leaders interact with them on social platforms, creating buzz and get more people involve. The event also utilizes young adults’ flaunting nature as a diffusion over social media.