Hong Kong people think they know Asia. But how well do they really know Asia?
In a new campaign for AirAsia called â€śFind Your Asia,â€ť launched this month, its agency J. Walter Thompson has challenged Hong Kongers â€“ who are some of the most cosmopolitan people anywhere – with a series of fill-in-the-blanks questions.
For example, an outdoor display at a bus stop challenges commuters: â€śIn Phuket, James Bond Island has a huge reef rock shaped like a ________.â€ť The answer â€“ cabbage â€“ can be found on Facebook. Or: â€śJohor Bahru is home to the first _______ in Asia.â€ť Answer: Legoland.
The work spans airlineâ€™s social media and out-of-home platforms.
The message of â€śFind Your Asiaâ€ť is that Hong Kong has a world of new and unusual destinations at its doorstep waiting to be explored.
â€śWeâ€™re thrilled to be working with this exciting, iconic Asian brand in this highly competitive market,â€ť said Dennis Lam, general manager of J. Walter Thompson Hong Kong.