LINK Real Estate goes goofy in new mobile app campaign

LINK Real Estate Investment Trust’s (“LINK”) has teamed up with DDB LIVE and Tribal Worldwide Hong Kong for an online ad campaign to back its mobile app "Park & Dine".

It leads with a goofy online video, starring famous food connoisseur and celebrity Michelle Loo (盧覓雪) and local comedian, Louis Yuen Siu-cheung (阮兆祥), who reunite in a monumental come back after a two-year absence from screens. Dressing up as twins, Loo and Yuen play out a comical performance with Loo taking on the role as a fortune-teller.

The app allows drivers to locate one of LINK’s 76,000 available car parking spaces, tracks where drivers have parked their cars, gives shopping and F&B tips, provides access to a shopping directory and a unique e-queuing
feature at range of Hong Kong restaurants. The app also offers a range of incentives from free parking, to gas coupons, to shopping discounts.

Hilda Wong, head of customer experience management at LINK, said: "The app connects people to people across different communities and serves to engage and connect customers to LINK even before they are physically at the mall.

"The app is also a tangible way to further enhance our brand promise of “We Link People to a Brighter Future.”

Valiant Yip, head of DDB LIVE said: “The launch of the app was a quick success last year. However, we saw an opportunity to further push the app's popularity and usage in the festive season of Chinese New Year.

"Everyone knows how hectic parking can be at Chinese New Year when you’re trying to go shopping or eat out with your family. The Park & Dine app gives Hong Konger’s access to LINK’s service portfolio through parking and dining offers.”


Behind-the-scenes photos:

[gallery link="file" ids="123588,123589,123590,123591"]

Client: Link Real Estate Investment Trust
Agency: DDB LIVE/Tribal Worldwide
Creative director: Wilson Ang, Timothy Li
Senior art director: Colin Siu
Senior copywriter: Joe Ting
Head of broadcast: Annie Tong
Producer: Kam Chuen Chau
Head of LIVE: Valiant Yip
Group account director: Debby Lai
Account manager: Fiona Mok
Account executive: Angela Lee
Group account director (Tribal): Emmie Tse
Account director (Tribal): Koman Ko