Why is this work relevant for Brand Experience & Activation?

‘The Grounds’ is an innovative entertainment concept. It transformed the constraints of pandemic restrictions into opportunities for brand amplification, audience engagement and superior customer experience. By combining technology, creativity and strong public safety measures with an enticing proposition, Hong Kong’s ultimate socially-distanced entertainment experience was born. Featuring outdoor cinema, wellness classes, live music, sports, dining and more, The Grounds engaged consumers during a climate of uncertainty and disruption. The reimagined experience has attracted a strong following and international media attention. It created jobs and business opportunities in a challenging environment whilst delivering strong brand engagement and affinity.

Background

In 2020, the events, entertainment and F&B industries faced cataclysmic disruption as a result of the pandemic and ensuing government restrictions. Having already suffered under months of civil unrest in Hong Kong, many businesses faced collapse. Meanwhile, consumer demand grew for recreational outlets during a time of restrictions on socialising and travel. With uncertainty and continued disruption on the horizon, a new approach for entertainment was required. Reimagining in-person events for a socially-distanced world could be a game-changer for engaging consumers and businesses alike. The Grounds was conceptualised to: -Reimagine large-scale, in-person events while minimising person-to-person contact and adhering to changing government health and safety restrictions; - Deliver an innovative, premium event format with exceptional customer experience; - Enable entertainment producers to responsibly host curtailed events or bring to market new concepts; and -Provide a platform for F&B, retail and entertainment businesses to reach consumers amidst the disruption.

Describe the creative idea (20% of vote)

The Grounds offers an innovative large-scale event format, designed to enable customer engagement during the pandemic and beyond. Central to the brand is a commitment to public wellbeing and safety. The essence of Hong Kong’s ultimate socially-distanced entertainment experience is captured by its motto, ‘Space to Play, Room to Breathe’. To deliver covid-responsible events effectively, all aspects of delivery needed to be reimagined - from marketing and ticketing through to customer experience and onsite activations. To achieve this, The Grounds comprises socially-distanced, outdoor pods, set-up for small groups to safely enjoy public events. Capacity for each pod is dynamic to enable timely responses to the changing regulations. By creating a platform for safe community events, The Grounds facilitates consumer engagement and connections with audiences amidst a challenging environment. Collaborations with Hong Kong’s top event producers reinforced brand messages and affinity.

Describe the strategy (20% of vote)

The target audience was: mass-affluent ‘urban-chic’ consumers aged 20-55, looking for fresh and exciting entertainment experiences; trendsetters who frequently dined-out and primarily resided on Hong Kong Island; movers and shakers with heavy consumption of digital media and platforms like Instagram and Facebook. The strategy focussed on delivering a stylish, premium output to appeal to the target audience with hype generated from the launch event through media, influencers and strategic partnerships with event producers. Next, a strategic ticketing approach was adopted to generate high demand for ‘hot tickets’. The third prong, utilised targeted digital media to reach the audience with captivating content to garner a strong following. Finally, the integration of advanced contactless technology was used to adhere to safety measures while enhancing the customer experience and facilitating dynamic execution to increase success.

Describe the execution (30% of vote)

Media, influencers and selected partners were invited to experience The Grounds at an exclusive launch event. This was synchronised with the ticket launch delivered through online channels and social media. Weekly ticket releases created demand and generated a scarcity premium. Advanced notice of releases were shared through online channels to incentivise followers and capture the audience. Partners’ databases were mobilised for amplification to reach over 400,000 highly-engaged consumers. This ensured mass awareness while simultaneously reaching highly valuable audiences. The experience was carefully orchestrated to offer safe and seamless execution. This included an integrated contactless technology solution, enabling patrons to place contactless F&B orders without leaving their pods, eliminating queues and reducing person-to-person contact. The streamlined process facilitated fast delivery and a premium experience whilst reinforcing the brand’s commitment to public wellbeing. Activities ran for 27 days before increased restrictions resulted in the temporary closure of The Grounds.

List the results (30% of vote)

The Grounds ran for just 27 days before increased government restrictions resulted in its temporary closure. In the short time, The Grounds achieved: - 12,000+ attendees - >60 sessions including movies, wellness classes, live music, live sports, game shows, a film festival and awards ceremony - Over 2 billion marketing and and media reach valued at $104 million 360+ articles in international media publications including the Washington Post, New York Times, Forbes and Toronto Star - 8,500+ NEW social media fans - Social media reach of over 1.6 million achieved - 161,000+ unique website visitors - Ticket ‘Sell outs’ within 2 hours, with popular shows selling out within 10 minutes - 400 complimentary tickets for charities - Over 200 jobs created - Over 60 businesses involved - 3 out of 3 marriage proposals made and accepted!