DDB Live + Tribal Hong Kong launch LINK social media engagement work for Chinese New Year
DDB Live and Tribal Worldwide Hong Kong have developed a multi-faceted social media campaign for LINK Real Estate Investment Trust’s innovative smartphone app ‘Park & Dine’, which aims to drive engagement and connect with potential customers.
The one-of-a-kind app allows drivers to locate one of LINK’s 76,000 available car parking spaces, tracks where drivers have parked their cars, gives shopping and F&B tips, provides access to a shopping directory and a unique e-queuing feature at range of Hong Kong restaurants. The app also offers a range of incentives from free parking, to gas coupons, to shopping discounts.
Hilda Wong, Head of Customer Experience Management at LINK said, “The app connects people to people across different communities and serves to engage and connect customers to LINK even before they are physically at the mall. The app is also a tangible way to further enhance our brand promise of “We Link People to a Brighter Future.”
Valiant Yip, Head of DDB LIVE said, “The launch of the app was a quick success last year. However, we saw an opportunity to further push the app’s popularity and usage in the festive season of Chinese New Year. Everyone knows how hectic parking can be at Chinese New Year when you’re trying to go shopping or eat out with your family. The Park & Dine app gives Hong Konger’s access to
LINK’s service portfolio through parking and dining offers.”
An online video stars famous food connoisseur and celebrity Michelle Loo and the male comedian, Louis Yuen, who reunite in a monumental come back after a two-year absence from screens. Dressing up as twins, Michelle and Louis play out an over the top and comical performance, with Michelle taking on the role as a fortune-teller.
Wong added, “Since the app provides innovative services, our communications needed go beyond traditional media. We are pleased to work with an agency like DDB that shares the same vision to deliver our message in a creative and innovative way.”
Credits –
Creative Directors: Wilson Ang, Timothy Li
Senior Art Director: Colin Siu
Senior Copywriter: Joe Ting
Head of Broadcast: Annie Tong
Producer: Kam Chuen Chau
Head of LIVE: Valiant Yip
Account Manager: Fiona Mok
Account Executive: Angela Lee
Group Account Director (Tribal): Emmie Tse
Account Director (Tribal): Koman Ko