Why is this work relevant for for Music?

Local ‘expert’ influencers from various categories were selected to promote different hiking routes, sharing with audiences Hong Kong’s ‘hidden natural treasures - the nature sounds’. Famous celebrity / singer Eason Chan as The Voice Of Hong Kong participated in the finale featuring the theme song “The Sounds of the Great Outdoors” composed by renowned music composer C.Y.Kong, who is also a close working partner of Eason.

Background

“Great Outdoors Hong Kong” was launched in 2009. 2018 marks the 10th edition of GOHK, thus a breakthrough is needed to shows the stunning scenery to short-haul travellers and at the same time impresses nature lovers with unexpected hidden experiences. However, influencers marketing has already reached a maturity, also Drone / Time-lapse / 360 had been widely used and are no longer a new technology to stimulate audiences, therefore, how to utilize all these familiar influencers, technologies and places to generate new excitements becomes our major task.

Describe the creative idea

Science of sound: For thousands of years, sound has been successfully used by man as a powerful healing mechanism. And this is how music and the sound from our nature makes Hong Kong Great Outdoors memorable. Moved by the emotional impact and memory: Because of the emotional response elicited from a piece of music (which can be either positive or negative depending on the context and sound) – the associated memory also tends to be strong. Driven by the story: While music and sound on its own can be a powerful tool, it becomes far more effective when it highlights or corresponds to a story or narrative arc.

Describe the strategy

Influenced by the artist: To increase the memorableness of the campaign, celebrities and ‘expert’ influences is of course a factor here, with the finale featuring the theme song or artist being able to draw from existing popularity. Brand creations: Some of the biggest advertisements in recent decades involve music and sound, and not just in the form of jingles. Many advertisers specifically choose existing songs from artists they want to feature, however, we choose a strategy of deliberately creating music for “The Sounds of the Great Outdoors”. It involves a mention of the brand in some way, or is more directly associated with the nature of Hong Kong – much like a jingle. It’s how we defined the science of sound.

Describe the execution

Famous celebrity / singer, Eason Chan as The Voice Of Hong Kong participated in the finale featuring the theme song “The Sounds of the Great Outdoors” composed by renowned music composer C.Y.Kong, who is also a close working partner of Eason. The influencers were connected by a Sound Collector which was used as a tool to collect the sounds of nature. The sounds collected were then composed by C.Y. Kong into the theme song “The Sounds of the Great Outdoors”. Part of the sounds collected were featured in the photos taken by National Geographic award-winning photographers to create ‘audio images’ as well.

Describe the outcome

The 6 influencers collected 30 sounds of nature in 8 months and composed to 1 sounds of the Great Outdoors. The campaign successfully created buzz and awareness in both local and overseas markets, generating 31M+ reach, 10M+ views, 500K+ engagements and large numbers of compliments.