The Objective
With a wide range of world-class restaurants, recreations and hotels, The Hong Kong Jockey Club wanted to create awareness and drive their affluent members to dine at the club.
The Solution
We developed an all-inclusive promotional strategy that effectively targeted the club’s diners via both online and offline channels. The campaign kicked off with a thrilling cook-off event, where award-winning chefs competed against each other in a mystery box challenge. Prior to the event, we launched a polling system on Badges+ app and social media to engage members and encourage them to predict their favourite champion.
To give the audience a glimpse into the chefs' cooking philosophy, we produced a two-minute thematic brand video. Additionally, we captured stunning photographs of the chefs and published brand stories in HKJC's magazine to generate buzz around this exciting event filled with surprises.
The Result
• The engagement on digital media successfully converted more than 60% of the online participants to physically attend the event.
• The brand story video was very successful, with over 10,000 views within the first week and received very positive feedback from the members.
• Received the Award of Excellence by APEX for the Most-Improved Magazine, Journals & Tabloids.
My Role
Campaign Concept, Storyboard, UX/UI Design, Creative & Art Direction of Video & Photo contents, Social Media Creatives.