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Expedia up for a ‘Street Fight’ with competitors

Increasing competition is shaking up the online travel booking world in Hong Kong, where many overseas-based players are tapping into this vibrant travel market targeting the younger end of the spectrum.

Among them is Expedia, an American-based online travel company which made its way to Hong Kong two years ago. Through a string of communication efforts, the company may have tapped into the local market, but not necessarily the locals’ hearts.

To cut through that clutter, Expedia has teamed up with Mindshare and GroupM for an initiative providing a unique freeze-motion experience aiming to elicit a stronger emotional response via a collective memory fighting game – Street Fighter (街頭霸王).

Unpacking with a teaser video starring boxer Rex Tso (曹星如), the campaign calls on audiences to participate in a role-playing experience under the Street Fighter theme at the Expedia booth at the Hong Kong Computer and Communications Festival, where they can create a freeze-motion video playing as one of the Street Fighter characters.

“We believe the brand personality is crucial in affecting customers preference,” said June Tsang, marketing manager at Expedia Asia Pacific (HK).

“Customers will never go to a brand that makes them feel outdated or not cool. That’s why we always want to project a fun image.”

Raymond Leung, head of digital at Mindshare Hong Kong, added the project was a showcase of integrating technology, activation, social content and paid media to deliver impact to the client beyond media efficiency.

Credit:
Creative: Mindshare Hong Kong
Account leads: Cathy Cheng, Raymond Li and Aitsu Yeung
Digital team: Raymond Leung, Collie Yan, Eric Tang and Ben Lam
Social media: GroupM Digital Hub – Felix Fong
Production and development agency: iStage

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