Nominees-en Category: Sector Awards

“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.”

提及麦当劳，人们会想到金拱门Logo、经典食物、麦当劳叔叔、玩具等等，此次战役主要目标是扩展消费者对于麦当劳品牌的认知，让消费者了解麦当劳是一个有情怀的地方。麦当劳通过“真实故事招领”，用真实发生在麦当劳的故事与消费者建立情感联结。线上利用文字和视频的形式征集&传播，由PGC带动UGC，实现内容共创；线下打造真实故事招领主题店，跨界与诚品书店合作主题展。借此打破消费者心中对快餐行业的既定印象，扩展消费者对品牌的认知，在消费者心中树立“麦当劳是个温馨的、充满故事的地方”这一新印象。

在6大核心城市的常规出行场景里，将公益和感官结合，通过“听”“走”“抱”“触”的形式，在体验中让公益、爱真正走到人们心里。传递正能量。此外，和非政府组织合作，获得了精智群体小朋友画作使用权，开发了《小朋友画廊》H5,投放在国内最热门社交平台，微信，获得疯狂转发，网友以“1元”认购即可参加公益。这是国内公益活动的首创，选取与城市与受众最关联的元素，与受众互动，让公益真正走到人们身边。如在做具有成都市井风格的漫画，用技术设置了高低不同的声音互动装置，行人把耳朵贴在墙上可以听到真实的故事等。