MARKETING-INTERACTIVE is the return of live events, the elimination of cookies, the integration of AI in marketing, new devices, global sporting events and weekend shopping trips to mainland China.
Held on June 26th at the Hong Kong Ocean Park Marriott Hotel, 28 speakers will offer their insights and experiences on content strategy on topics such as content and commerce integration, cross-border marketing, and the use of AI in content creation. Share. .
Joining a panel discussion on how to leverage new-age experiences to connect and convert customers into customers will be Marco Lee (pictured), Deputy Head of Retail and Wealth Management Marketing at Standard Chartered Hong Kong. Lee has 20 years of experience in the banking industry and has developed a diverse skill set including expertise in marketing strategy, business management, segment propositions and portfolio management.
Lee also helped develop the “SC present: JOURNEY・REIMAGINED” campaign, which featured local artist Ivana Wong and created a series of immersive experiences that transported people to popular locations such as Japan and Norway. . The aim was to help Hong Kongers accelerate their dream vacation by giving them the flexibility to earn miles using Standard Chartered's wide range of banking products.
In a conversation with MARKETING-INTERACTIVE, a Standard Chartered spokesperson said the experience is enhanced by meticulous sound design and ambient music, highlighting the bank's commitment to digital creativity and innovative sensory elements. He emphasized that he had introduced it.
A spokesperson said that by merging travelers' dual passions for art and travel, the marketing campaign goes beyond traditional advertising to provide an immersive travel-themed experience.
When talking about the “new age experience,” a spokesperson said one of the must-see elements is the Metaverse. However, the complexity of different platforms and technologies can make it difficult for brands to leverage this to create branded experiences, which can make navigation difficult for customers, the spokesperson said. added the person.
MARKETING-INTERACTIVE: What is the idea behind JOURNEY・REIMAGINED? What kind of added value do these “new-age experiences” using cutting-edge technology bring to brand value?
JOURNEY REIMAGINED is part of the activation of the 2024 travel campaign “Travel to the fullest. Live life to the fullest.” The campaign is supported by the Hong Kong High Net Worth Travel Survey 2024, which was conducted earlier this year. This result reaffirms our understanding that travel perks and experiences such as airport lounge access, priority check-in, and boarding are essential for today's affluent travelers.
A core strategy for effectively targeting experiential audiences is to “show, not just tell.”
We aimed to combine travelers' dual passions for art and travel to create an epic, travel-themed, immersive experience that goes beyond traditional advertising.
Immersive airplane theaters are AI-driven to suit wealthy tastes, such as Tokyo's Shibuya Crossing reimagined with surreal serenity and cyberpunk koi fish, and a mesmerizing rendition of Oslo's cosmic Northern Lights dance. It transported visitors through a visually impressive dreamscape that it generated.
The entire experience was enhanced by expert sound design and ambient music, serving as a testament to digital artistry and sensory innovation.
By making this activation available to the public, we are raising awareness of Standard Chartered's unique banking suite, which upends traditional spend revenue models by incorporating broader travel benefits. We are reminding you through an on-site experience that “we can realize this and bring it closer to people.” By Standard Chartered. ” Through this activation, we will portray Standard Chartered as a wealth travel visionary and raise broad awareness of our wealth products.
Marketing Interactive: Is it time to retire the metaverse marketing experience? What lessons should marketers draw from this period in history?
When brands create their own metaverse experiences, it can be difficult for customers to follow different platforms and technologies. Several previous cases have shown brands using metaverse codes from design to language without creating a pleasant experience for their clients.
Authentic customer experiences allow customers to feel, engage, participate, and connect with your brand at all times.
If you can effectively connect with your target audience and provide a fun experience that allows them to see for themselves the benefits of your product or service, they're more likely to take action and become a customer.
Marketing experiences definitely have their place in the metaverse. Technology trends grow quickly and often take time to reach public awareness. As the technology becomes more widespread, metaverse marketing will definitely show its value and effectiveness.
MARKETING-INTERACTIVE: Do you think the limits of content will continue to expand? What kind of content do you think people will expect in the future?
The content frontier will continue to expand as new platforms and new interests continue to emerge. As in other markets, Hong Kongers are increasingly becoming active users of social media. While Instagram, Meta, Youtube, and Xiaohongshu have become the main social media among Hong Kong clients, major trends such as short-form videos and podcasts are still in the development stage.
Anyone can become a content creator creating their own content with their own style. From cosmetics to travel, food, music and art, new content is constantly being created every minute.
Advances in AI will usher in a wave of a true creator economy, creating new opportunities for content marketing. We should all be excited about it.
Taking place on June 26th, Content360 Hong Kong is a two-daily stream extravaganza with the theme of “Content that captivates.” Join fellow marketers to learn about his AI in content creation, content and commerce integration, cross-border targeting, and discover his recipe for success in the world of content marketing.
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