A pioneering financial campaign, balancing community and stakeholder engagement for HKEX to drive relevance & lasting emotional impact.
Challenge
To mark its 25th listing anniversary, HKEX launched its first-ever consumer-facing campaign, aiming to build relevance and foster a human connection with the broader community. The challenge was to ensure that this through-the-line campaign upholds HKEX’s strong corporate reputation while carefully balancing stakeholder expectations with meaningful public engagement across communications and offline humanised experiences.
Approach
Crafted a campaign to highlight the connection between HKEX and the Gong for the public and symbolise the status of Hong Kong’s financial leadership. The public engaged with the Gongmobile – a roving tour featuring historical displays, photo ops and interactive moments. A central content hub streamlined online traffic, while media, influencers and strategic partnerships amplified campaign reach. Internal employees served as brand ambassadors, while stakeholder sessions fostered rapport and earned media exposure.
Outcomes
- Drove high public engagement across nine locations in Hong Kong’s business districts and neighbourhoods, generating social buzz and user-generated content, especially within the LinkedIn community.
- Amplified brand visibility across Hong Kong, APAC, and mainland China markets through 500+ story placements.
- Strengthened brand affinity by boosting employee pride and stakeholder endorsement through immersive events and ambassador activations.
