Experiential Marketing - Live + Digital

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2023 SILVER

M+ Special Exhibition 'Yayoi Kusama: 1945 to Now'

Since M+ started charging admission, its challenge was to make art accessible, while still remaining profitable. We formed a strategy that creates meaningful connections between art and people by taking art beyond the museum. To do this, we needed a trump card artist, Yayoi Kusama, who shared M+’s vision. So whether it was infiltrating daily commute with her iconic motifs, leveraging technology to create immersive experiences, curating bespoke products, or hosting events – it worked together to bring Kusama’s art to the public, driving 1.44+ million visitors in 6 months.

Brand: M+ Special Exhibition 'Yayoi Kusama: 1945 to Now'
Client: M+, West Kowloon Culutral District
Agency: M+, West Kowloon Culutral District
Language: English

2023 SILVER

Michelob ULTRA McENROE vs. McENROE

To push to be the country’s number one beer, Michelob ULTRA needed to stand out in an increasingly noisy category. Using never-before-seen technology, Michelob ULTRA enabled John McEnroe to play a real match against his past self, experiencing the joy he missed as a player. McEnroe vs. McEnroe challenged the win-at-all-costs mentality plaguing modern sports, providing a timely reminder of the brand’s motto: It’s only worth it if you enjoy it. The campaign lifted brand relevance/buzz +25%, earned over 3 billion impressions, and helped lift sales year-on-year by +15%.

Brand: Michelob ULTRA
Client: ABI, Michelob ULTRA
Agency: FCBNY
Language: English

2023 BRONZE

Leading banking innovation with the first ever DuoVerse Concert

HSBC leveraged two of the hottest trends among young consumers, concerts and the metaverse, to create the DuoVerse; a concert that lived in both the real and virtual worlds at exactly the same time. This effort created a truly unique and innovative experience while positioning HSBC’s digital capabilities. It also helped reverse a trend of young consumers seeing HSBC as “old fashioned” and choosing virtual banks instead. This led to an 81% increase in active users among 18-34, while HSBC moved from 3rd to 1st in “Top Banking App” perception.

Brand: HSBC Mobile Banking App
Client: HSBC
Agency: Saatchi & Saatchi (Hong Kong)
Language: English