The Voice
Behind City
The Voice Behind City
Interactive digital campaign of "Hong Kong Reminiscence: Document Of Hong Kong's Old Stores"
My role
Campaign idea, Content Strategy, Project management
Introduction
To promote the new book "Hong Kong Reminiscence: Document Of Hong Kong's Old Stores," published by FeiFan Book, me and my team developed an interactive digital campaign that transformed locations into tours and the city into a museum. By integrating the online and printed experience, we hope to increase exposure and experience not just offline, but also increase interaction and give an all-around experience.
My responsibilities include developing the campaign idea, writing the audio script, recording and editing the audio, and creating website copy.
Campaign Idea
Audio tour of the City museum
We choose 9 old stores from the book and invite visitors to visit them by taking our suggested itineraries.
On-site, we build an engaging experience. Visitors may scan the QR code on-site and listen to the audio tour from the campaign website on their phone. The audience may learn about the historical stories of signboards, interiors, and shop keeper by listening to the audio.
Key objective
Raising awareness of the book's launch through social media exposure and Experience enhancement.
Implement
Web mobile site including:
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2 routes (Mong Kong and sham shui po)
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3 shops for each route
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9 audios
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4 highlights from audio guide for each shop
Web Mobile & copywriting
Audio pick
User journey
There are 2 ways for participates to join this campaign:
Social Media
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Video Production
In addition, I was in charge of producing the book's promotional video. Throughout the process, I assist my client in developing ideas and the flow for the video, as well as managing the crew and ensuring that the production is on time and on budget.