The campaign aims to remind people to love each other via action, and boost the traffic of Lee Gardens Area during the holiday season. Lee Gardens Area has partnered with Mindshare and Mindshare Content + and created a series of mobile first videos narrating a sweet love story from a man and women perspective.
The three-minute videos, inspired by Jimmy Liao’s love story, featured a man and a woman, who were best friends during teenage, bump into each other again at Lee Gardens Area after a few years disconnection. Decorations at Lee Gardens Area Christmas make them recall the good time in the past and love in their hearts, so they keep looking for each other around Lee Gardens Area. Finally, they meet again at the Pop Up Café at Hysan Place.
The campaign is based on the findings from big data. The videos strategically target three segments : single, in-relationship and married. All of them have both male and female versions. A total of six versions of the vertical videos are derived with different messages to the right segment.The highlight of the mobile videos is when users pair up male and female versions on their mobiles, they will find the full picture of the story cross screens.
Moreover, a QR code is inserted in each video’s end tag to allow audience to invite their loved ones to unlock another half screen and watch the videos again together.
Single male and female versions will be aired as dark post on Lee Gardens Facebook and Xaxis TV Network, more videos to come.
“Hong Kong is a market with extremely high smartphone penetration in the world (99% owned smartphone), and we spent more than four hours daily on it. It helps us connect with people far away, but also could isolate ourselves from our beloved sometimes,” said Polly Ip, associate director, connection planning of Mindshare.
“It’s glad that Mindshare and Lee Gardens Area came up with this split screen idea to remind people to love simply (just like Jimmy Liao’s illustration). With big data (Xaxis), we can approach the right one with light-hearted messages and motivate people to reconnect with those who you really care about.” she added.
Apart from rolling out the mobile videos, Lee Gardens Area has been decorated as a whimsical world of Jimmy Liao with several check-in places from his classic picture bookings.
“Christmas is one of the most competitive seasons of the year. We would bring our customers unique experience with this ‘All of the world is you’ exhibition this Christmas. The compelling love story with interest-engaging idea definitely helps us build momentum in the marketing strategy for building a brand new Lee Gardens Area,” concluded Tiffany Lam, director, marketing and customer experience.
Advertiser : Hysan Marketing Services Limited
Media Strategy and Planning : Mindshare Hong Kong
Video Concept and Direction : Mindshare Content +
Production : Fermata Creations
Programmatic Partner : Xaxis