Morning Studio, SCMPGood Morning, Hong Kongvisit page
Integrated Solutions
Key objectivesA two-day offline pop-up multimedia experience themed around Hong Kong mornings was curated, tied to a specially created series of content stories to showcase Morning Studio’s capability of producing original and engaging online content of high standards.
DeliverablesIn collaboration with brand partner New World Development and cultural partner Victoria Dockside, the event celebrated Hong Kong’s daily beginnings, showcasing the city’s culture and history through a variety of artistic installations, multimedia exhibits, hands-on activities, and themed cuisine, all to provide an unprecedented opportunity for attendees to engage and explore the multifaceted topic of Hong Kong mornings. 

In addition to the GMHK pop-up event, the Morning Studio team showed its creative storytelling ability by producing multimedia content featuring local residents who embody Hong Kong’s morning spirit, profiling four of them on the dedicated web channel

The effort was backed up SCMP’s strong media distribution network, including the print edition of SCMP, mobile and desktop banner promotions on, and SCMP’s social media channels.
The pop-up event attracted over 480 guests, including marketers, media agencies, and SCMP readers.
Nearly 300 posts of user-generated content on social media, with nearly 55,000 engagements through our dedicated campaign hashtags.

More than 648,000 video views – reaching over 786,000 users across Facebook, Instagram, YouTube, and LinkedIn, resulting in some 24,000 engagements and positive reactions on those channels.

More than 170 email enquiries to the dedicated Morning Studio email inbox, leading to a number of new content projects.

Branded content revenue for SCMP increased by 154% from the first half to the second half of the fiscal year — attributed mainly to activities surrounding the announcement and official launch of Morning Studio. 

Morning Studio winning Gold for Best Launch / Rebranding, Silver for Best Promotion, and Bronze for Best Original Content at The Spark Awards 2019 for Media Excellence.