PHD Hong Kong, Uth Creative Group

In response to Hong Kong’s alarming obesity, The Hong Kong Jockey Club (HKJC) in line with its values of community betterment developed Striding On: 21-day Challenge, a digital fitness programme which encouraged HK to achieve their healthy living goals. We were tasked to sign-up as many participants.

Taking inspiration from a famous Chinese saying, “A journey of a thousand miles begins with a single step” (千里之行 始於足下), which means regardless of what one wishes to achieve, one must take the FIRST STEP and be PERSISTENT in working towards one’s goal. FIRST STEP-ERS:- those who have started healthy living were out target, to sustain it into a healthy habit.

We ingeniously tapped into Artificial Intelligence Image Recognition Technology to decipher image signals from social media, as it provided a wealth of information of our prospects from what they do to where they are i.e working out or having a healthy meal. Image data signal segmented our fitness scenarios, and enabled personalised ads targeting to increase sign-ups.