Audemars PiguetThe Moon Is Leaving Usvisit page
Watch & Jewellery
Key objectivesTo increase awareness of the 5th Audemars Piguet Art Commission — shown in Asia for the very first time — leveraging impactful offline and online media content to build hype and interest for the art exhibit called “The Moon Is Leaving Us”.
DeliverablesMorning Studio produced a captivating, elaborate content experience that leaned on visual storytelling to delve into the mind and work of artist Phoebe Hui. The multimedia story was broken up into distinct chapters, all encapsulating the art, science, and poetry that inspired the art installation. The content led audiences to discover more about the exhibit through strong editorial content, revealing photos, stylistic illustrations, and an overall engaging and enjoyable reading experience on SCMP. For those that attended the art exhibition in person at Tai Kwun in Hong Kong's Central district, they also received upon arrival a custom 32-page bilingual print booklet called "Lunar Effect" that the SCMP Morning Studio team also produced — focusing on Phoebe Hui's inspiration for her work, the making of the artist's art installation, the Audemars Piguet Art Commission competition programme, and all about the Audemars Piguet Contemporary team that supports international artists every other year.
The result of the campaign was a universally well-regarded piece of content that met AP's high standard of quality storytelling — with a reach of over 335,000 people on SCMP platforms, an average-time-on-page of 3 minutes and 36 seconds, and over 12,000 social media engagements with readers liking, sharing, and commenting on the piece.
The event itself, which became a hybrid virtual and limited in-person experience due to social distancing rules resulting from COVID-19, was also a huge success — with both virtual tours (including live appointments led by Audemars Piguet Contemporary curator, Audrey Teichmann) and in-person tours (public and also private, by appointment only) fully booked out during the one-month period from April 25 to May 23.