DSS09. Digital innovation

The Shortlist
CAMPAIGN
HELPING NEWSHUB WIN THE ELECTION
AGENCY
PHD New Zealand
CLIENT
NewsHub
BRAND
NewsHub
DETAILS
Confidential
CAMPAIGN
HKJC STRIDING ON WITH A.I IMAGE RECOGNITION
AGENCY
PHD Hong Kong
CLIENT
The Hong Kong Jockey Club
BRAND
The Hong Kong Jockey Club
DETAILS
Unhealthy lifestyles in Hong Kong have led to poor health outcomes such as an increase in obesity.
 
In line with their core philosophy of community betterment, HKJC set out to encourage Hongkongers to lead healthier lifestyles via their Striding On: 21-day Challenge, a digital platform of fitness programs.
 
As the Chinese saying goes “A journey of a thousand miles begins with a single step”. It is vital that we motivate Hongkongers to carry on after the FIRST STEP. We targeted this segment to help turn heathy living into a habit.
 
However, traditional targeting methods run into various challenges as Hong Kong is a highly dense vertical city making location-based targeting a mess and the prevalent use of “Konglish” online leads to inaccuracies in contextual targeting.
 
We strategically leveraged the change in consumers’ digital behaviour where they MOVED FROM TEXT FIRST TO IMAGE FIRST in social updates and employed our innovative Artificial Intelligence Image Recognition Technology to use image signals to accurately pin-point our intended audience on social networks. Through pairing image data gathered with contextual data from social media, we can deploy the right message at the right time to the right audience segment.
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