HSBC: RED HOT FESTIVAL

Credits & Description:

Advertiser: HSBC
Agency: BATES CHI & PARTNERS
Category: Best Integrated Campaign Led by Promotion and Activation
Media Planner: Gordan Kwan (Mindshare)
Media Director: Margaret Mok (Mindshare)
Creative Service Manager: Raman Wong (Bates Chi & Partners)
Production Supervisor: Ringle Cheng (Bates Chi & Partners)
Photographer: Sam Wong (Sam Wong Studio)
Art Director: Sammy Ong (Bates Chi & Partners)
Group Creative Director: Terry Tsang (Bates Chi & Partners)
Associate Creative Director: Bobby Chiu (Bates Chi & Partners)
Group Account Director: Ernest Ma (Bates Chi & Partners)
Film Director: Simon Leung (Smoke Film)
TV Producer: Ellis Lau (Bates Chi & Partners)
Senior Art Director: Fei Leung (Bates Chi & Partners)
Account Manager: Frankie Yip (Leovation)
Business Executive: Iris Hui (Bates Chi & Partners)
Senior Copywriter: Rachel Lo (Bates Chi & Partners)
Business Director: Simon Shing (Bates Chi & Partners)
Business Manager: Vanessa Wan (Bates Chi & Partners)

Implementation
INSIGHT AND IDEA: There are no public holidays in Hong Kong in July and August, so no obvious time or reason to boost spending. So, we decided to create our own Summer Holiday spending incentive and created the Red Hot Festival.

Relevancy
CREATIVE EXECUTION: IN SHOPPING MALLS - We created the first kinect-controlled Red Hot capsule machine for shoppers to trigger extra bonuses after shopping COLLECTOR'S PREMIUM - Designers Craig & Karl created 3 special edition capsules for lucky shoppers SOCIAL MEDIA - We created the BIGGEST YOUTUBE interactive game ever. 25 viral videos were posted randomly at 9 am every Friday, each one featuring a “naughty” golden spot waiting to be hunted and discovered. STREET MARKETING - give out free ice-creams to our cardholders at major shopping areas TVC: a Red Hot Parade spot announced the Festival to the public

Outcome
RESULTS Over 100,000 people played the Red Hot Kinect Capsule game. The Red Spot Hunter attracted over 30,000 visitors in 1 hour and over 210,000 visitors in total.

Client Brief Or Objective
BRIEF: To create the most engaging summer sales promotion in town.