As the saying goes, no pain, no gain.
HK Express is taking this concept to the ad world with a endurance challenge asking contestants to place their hands on electronic panels for hours, depending on how long it takes to fly a particular destination.
For example, participants hoping to win a return flight from Tokyo will have to stick their hand on the panel for roughly four and a half hours, the exact same time as it takes to fly to Tokyo from Hong Kong.
Three electronic panels with new destinations daily will be installed at the bus shelter on Nathan Road in Tsim Sha Tsui from today until 14 April. The process will be filmed and trimmed to a viral video on internet.
Charles Johnson, general manager of marketing and PR, product ad ancillary revenue at HK Express, told Marketing the booth is mainly to raise awareness for its renewed brand identity earlier in February.
“This unprecedented out of home experience is our biggest push yet to unveil our refreshed brand identity to Hong Kongers, aiming to raise awareness at a grass-roots level.”
The installation is launched under the company new branding platform “Look up and go fly”, which is tailor-made for locals to address the growing phubbing phenomenon in Hong Kong.
Secret Tour Hong Kong is behind the concept and the challenging creation. As Stephen Chung, director of Secret Tour Hong Kong told Marketing “it’s a move to throw down gauntlet to test Hong Konger’s endurance”.
“The new branding campaign has a heavy narrative approach with three emotional stories of young couple love, friendship and father and daughter relationship based on real life. It tugs the hearts of all locals.”
The new brand campaign spans print and OOH.
Client: HKExpress (Charles Johnson, MIchael Lim, Catus Wong, Sherline Yeung, Kayley So)
Creative agency: Secret Tour Hong Kong (Jennifer Yip, Joseph Hon, Susan Chan, Dorothy Wong, Chloe Ng, Stephen Chung)Director: Q Leg from Alternate Ltd., LO Man Wai
Photography: Jacky Chee from Cheez Photo Workshop
Media partner: MediaCom, JCDecaux Cityscape (Bus Shelter Domination)