Creative Execution

A.I. INNOVATION FIRST IN HONG KONG Our campaign is the FIRST IN HONG KONG to employ A.I. Image Recognition Technology to assist in targeting. It operated in 3 STEPS: THE “3-Ds” FRAMEWORK 1. DECIPHER by unlocking image data 2. DEFINE data needed for accurate targeting 3. DEPLOY immediately at point of need 1. DECIPHER •The A.I. crawls through images audiences posted in social networks •It reads and machine-learns them to identify high-potential First Step-ers •It ascertained if the prospect is at the gym or home at a certain location 2. DEFINE •TARGETING ACCURACY ENHANCED through PAIRING data signals generated from the A.I. with location and contextual social media mentions data 3. DEPLOY •Visual data signals activate instant-moment targeting. Consumers TARGETED WITH RIGHT-MESSAGE-AT-RIGHT-TIME based on images shared on Facebook & Instagram •Within minutes, our A.I. detects the data signal. Once one leaves their social media page, they are invited to participate

The Striding On campaign successfully motivated Hongkongers to strive towards a healthier lifestyle. A.I. helped RALLY FIRST-STEPPERS to the Striding On platform •CTR% Performance surpassed industry benchmarks: 6.5x - 13x more effective •1.95% CTR (vs. 0.15 – 0.3% industry benchmark) •Cost Efficiently generated 7% of total clicks with 3% of total budget •28,845 (+132% vs. overall campaign avg.) HIGH PARTICIPATION & ENGAGEMENT with interested audiences •85% engagement rate •90% interested to participate in similar programmes by HKJC •83% will recommend to others •100,000+ completed tasks & 277,000+ unique visitors IMPROVED AWARENESS OF HKJC’S PURPOSE & VALUES •80% aware of HKJC’s “Striding On” spirit •75% agreed HKJC drives betterment of Hong Kong •68% agreed HKJC supports and encourages people to progress together ENHANCED BRAND IMAGE •80% agreed HKJC contributes to society •More people perceived HKJC as a progressive organisation (+2ppt) •More people acknowledged HKJC’s contribution to the community (+2ppt)

With the core philosophy of the campaign: ‘Striding On’ in mind, we aimed to target “FIRST-STEPPERS” – those that took their first step, be it eating heathy or exercising; to sign up for our 21-day Challenge HOW DO WE TARGET THEM? As the Striding On: 21-day Challenge is a digital platform, we targeted our First-Steppers through mobile platforms. MEDIA TARGETING CHALLENGE Traditional targeting methods run into various challenges: • Hong Kong is a dense vertical city making LOCATION-BASED TARGETING A MESS • The use of “KONGLISH” ONLINE LEADS TO INACCURACIES IN CONTEXTUAL TARGETING MEDIA INSIGHTS: Shift towards IMAGE-FIRST from text-first in social media updates • Social media photos document our daily activities and these images provide a wealth of information especially selfies • Deciphering them unlocks an insightful source of data for accurate targeting DIGITAL STRATEGIC SOLUTION Employ INNOVATIVE A.I. IMAGE RECOGNITION TECHNOLOGY to leverage these image signals.