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2022 BRONZE

MTR's East Rail Line Cross Harbour Extension Anticipation and Branding Campaign

Hongkongers have been fighting with COVID-19 for over 2 years. Meanwhile, MTR’s image was hit severely because of construction controversies and passenger dissatisfaction aroused from operation challenges. MTR recognized an urgent need to rebuild public trust. Riding on the launch of East Rail Line Cross-Harbour Extension, MTR brought excitement to the city and rebuilt public trust by an audience-specific communications campaign featuring own meme “Feeling excited with East Rail Line Cross Harbour Extension”. After the campaign launched, it became the talk of the town, reconnecting with the HK community successfully.¦Hongkongers have been fighting with COVID-19 for over 2 years. Meanwhile, MTR’s image was hit severely because of construction controversies and passenger dissatisfaction aroused from operation challenges. MTR recognized an urgent need to rebuild public trust. Riding on the launch of East Rail Line Cross-Harbour Extension, MTR brought excitement to the city and rebuilt public trust by an audience-specific communications campaign featuring own meme “Feeling excited with East Rail Line Cross Harbour Extension”. After the campaign launched, it became the talk of the town, reconnecting with the HK community successfully.

Brand: East Rail Line Cross Harbour Extension
Client: MTR Corporation Limited
Agency: Hardchi Creative Limited
Language: English

2022 BRONZE

The Visitor from the Future

To launch “The Museum of the Future” in the UAE, we disrupted marketing norms in the travel and tourism category, by disrupting people's social media feeds and typical messages from brands as well as typical content from travel influencers. We did so with

Brand: UAE Government Media Office
Client: UAE Government Media Office
Agency: UAE Government Media Office
Language: English

2022 BRONZE

HBL PersonalLoan via HBL Mobile

“Abhi Social Abhi Mila”- An awareness campaign targeting a new audience segment “millennials” for a technology-based loan product launched by HBL making loans “instant” via HBL Mobile. The campaign resulted in 2X business growth in just one year and HBL PersonalLoan Via HBL Mobile now stands at #1 – largest portfolio in Pakistan. The campaign received best in class lift in awareness via BLS study done through YouTube and fetched the highest engagement rates compared to HBL’s internal benchmarks.

Brand: HBL Personal Loan
Client: HBL
Agency: Symmetry Group
Language: English