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Hong Kong Arts Month
ART THAT MOVES - HK's first mobile, living art gallery

RAN IN: Hong Kong

CLIENT
Hong Kong Tourism Board

AGENCY
ANON *Lead Agency


Mindshare Hong Kong *Lead Agency


SUMMARY

Many do not associate “HK” with “Art”, so the Hong Kong Arts Month (HKAM) campaign needed to raise awareness of HKAM and HK’s diverse art forms. Through the unprecedented mobile art gallery (“Art Train”) on MTR, we disrupted locals and tourists’ commute and made art more accessible through an immersive AR-enabled experience. Because of effective media placement, the visually impactful campaign resulted in a 167% increase in HKAM keyword search, a 33% spike in “HKAM” mentions online, and importantly, a 11% rise in association between “HK” and “Art”.

CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: Digital Video

Audience: Young Urbanites - Millennials

Objectives: Gain new customers

Type: Business to Consumer

Language: English