3 Hong Kong, the mobile arm of Hutchison Telecommunications Hong Kong Holdings (HTHKH) and the Hong Kong Housing Society (HKHS) jointly launched their “Arts in the aiR” campaign at the end of last month in June. This campaign is one of the initiatives of the Hong Kong Arts Development Council’s Arts Go Digital Platform Scheme.
The “Arts in the aiR'' campaign kicked off in HKHS’s estates, and will be rolled out in three phases. According to a joint press release statement, the first phase will include five estates, namely Kwun Tong Garden Estate, Yue Kwong Chuen, Ming Wah Dai Ha, Lok Man Sun Chuen and Chun Seen Mei Chuen.
Members of the public can download the campaign’s mobile app to view original art performances by local young artists through augmented reality (AR) in HKHS’s public housing estates, enabling users to experience “Art Tech” without time or geographical limit, said the press release. The bespoke campaign app includes an introduction of each rental estate and a collection of estate photos by an award-winning photographer of the National Geographic Youth Photo Contest.
By scanning QR codes in designated locations within these estates using the campaign app, the public will be able to view five original performances by local young artists. The performances include Chinese music, Western music, Indian-Pakistan folk songs, dance and drama, and can be enjoyed by the audience whilst appreciating the architectural aesthetics of the estates.
The second and third phases will be launched from July to August 2021, and extend to all rental estates of HKHS. The campaign will be held until the end of this year, allowing more people to experience the fun of arts and technology, as stated in the press release.
3 Hong Kong has sponsored the arts campaign with cash and provided 5G network connectivity at event venues, while HKHS has offered 20 rental estates as venues for the campaign. The “Arts in the aiR” campaign is organised by Tachycardia Arts and Technology Limited, an arts and technology organisation, and is developed by a local young erhu performer Tung Tsz-ching and her team. By integrating technology, performing arts and the environment, the campaign enables public housing estate residents and the public to “enjoy performances interposed with the architectural design of HKHS’s estates anytime.”
Founder of the “Arts in the aiR” campaign, Tung Tsz-ching (pictured centre) said she drew inspiration from her frequent walks around the estate where she lives, to “think about the new development trend of arts and culture.” She added that she had spoken to her neighbours and learnt that they mainly stayed in the estate because of ageing, therefore inspiring her to “develop the campaign integrating technology, arts and the environment in an easily accessible way.”
HKHS corporate communications director, Pamela Leung (pictured right) said that apart from providing housing units to the community, the Housing Society is also “committed to creating a quality living environment for its residents.” She added that this collaboration brings music and performing arts into rental estates through AR technology, enabling residents and the public to enjoy a wide array of performances beyond geographical and time boundaries during the pandemic. “We believe that the campaign will bring positive energy coupled with arts and culture into the community, and at the same time promote the creativity of young artists which echoes our social mission in supporting youth development,” said Leung.
HTHKH director of corporate and marketing communications, Frances Ng, said: “We are committed to social responsibility and devoted to promoting the sustainable development of arts and culture. Our support and sponsorship to the campaign promotes the application of Art Tech, brings new business opportunities to the creative industry and unleashes the huge potentials of 5G technology. Members of the public can leverage 3 Hong Kong’s mobile network with its high capacity and comprehensive coverage to enjoy a variety of performing arts from different countries and regions at public areas in real time, encouraging an inter-communal community.”
Last year in June 2020, 3 Hong Kong also collaborated with the Hong Kong Chinese Orchestra to launch a 5G outdoor live-streaming charity concert. According to 3 Hong Kong, the “5G. Syncs with the Power of Drums” concert was the first outdoor performance live-streamed via a 5G network in Hong Kong’s performing arts industry. Following the initiative, 3 Hong Kong also launched series of strategic collaborations between HKCO and 3HK to facilitate live-streaming of musical performances and rehearsals using 5G technology for music fans worldwide.
3 HK extends SIM card sales and coupons to Watsons online and offline stores
3HK offers exclusive 5G service plans for Chelsea FC fans
3HK forms alliance with Hong Kong Chinese Orchestra
Get the daily lowdown on Asia's top marketing stories.
We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.subscribe now open in new window