The Objective
To elevate awareness and drive affluent members to dine at The Hong Kong Jockey Club’s world-class restaurants through a targeted promotional campaign.
The Solution
An integrated online-offline strategy engaged members with a high-energy cook-off event, featuring award-winning chefs in a mystery box challenge. Pre-event buzz was generated through a Badges+ app poll and social media, inviting members to predict the winning chef. A two-minute brand video showcased the chefs’ culinary philosophy, while premium photography and magazine features amplified excitement.
The Results
• 60%+ conversion rate from digital engagement to physical event attendance
• 10,000+ video views in the first week, with overwhelmingly positive member feedback
• APEX Award of Excellence for Most-Improved Magazine, Journals & Tabloids
My Role
Campaign Concept, Storyboard, UX/UI Design, Creative & Art Direction of Video & Photo contents, Social Media Content