|Brand||HONG KONG TOURISM BOARD|
|Product / Service||HONG KONG TOURISM BOARD|
|Category||D02. Use of Mobile & Devices|
|Entrant||GREY HONG KONG, HONG KONG|
|Idea Creation||GREY HONG KONG, HONG KONG|
|Sarah Trombetta||Grey Group Hong Kong||Chief Executive Officer|
|Michael Knox||Grey Group Hong Kong||Chief Creative Officer|
|Christopher Lee||Grey Group Hong Kong||Group Creative Director|
|Jackie Wong||Grey Group Hong Kong||Associate Creative Director|
|Elsie Lau||Grey Group Hong Kong||Art Director|
To a lot of visitors, a lot of Hong Kong does not exist. Much of what Hong Kong’s visitors need to know and where you need to go is in Cantonese. We realized when you don’t speak the local language, there are always ‘universal languages’ you can turn to in order find your way. ‘Q-Art Codes’ – a visual language that helped travelers discover over 100 local experiences and locations around Hong Kong.
Overall budget - HKD 200,000. Breakdown of costs - Nil Paid Media budget - Nil
We designed a visual language made up of secret spots, hidden locations, must try bars, food, history, architecture and traditional must-sees. We converted all of these pieces into digitally scannable road signs which directed on-the-go travelers with in-the-know information and walking tours. We took them to places you wouldn’t find in any guidebooks. Showing them a new way around Hong Kong and sharing what normally would be local secrets.
The Q-Art Codes generated 500,000 unique social engagements with campaign content as well 1,000,000 visits to Discoverhongkong.com to find more tourism information and a total of 2,000,000 impressions. (Source: Media Agency) Beyond attention, Q-Art Codes drove a 45% increase in footfall to the focus areas and a 15% increase in average business revenue vs the year before. (Source: Hong Kong Tourism Board) The impact even reached beyond in-town travelers: Lonely Planet: “Fuses technology with old neighbourhoods” Spring Wise: “Artistic visual language to promote city tours” Travel Weekly Asia: “Keep your eyes peeled for these whimsical signs”
‘Q-Art Codes’ is relevant to this category based on how it turned real life locations and experiences into digitally scannable OOH posters that connected tourists to information and walking tours through their smartphones.
Our strategy focused on two key themes: location and local partnership. Location: While our objective was to help travelers explore the parts of Hong Kong they usually pass by, we needed to get them there in the first place. We used a ‘bread crumb’ OOH placement approach on the outskirts of the surrounding high traffic districts in order to guide people into these areas. Local partnership: No one knows the area better than the locals, so we enlisted shopkeepers, bartenders and local artists to support our language and encourage travelers to engage with us.