Sino Grand CentralTransformation of Kowloon Eastvisit page Integrated Solutions
Property
Key objectivesWith a new residential property called Grand Central 凱滙 to be launched in the developing Kwun Tong area, Sino wanted local residents and property investors to take a deep look into the rapidly evolving district of Kowloon East — promoting how this industrial district has become Hong Kong’s first "smart city" and a hub of innovation.
DeliverablesWe expanded on the letter ‘E’ in Kowloon East to come up with four themes and pillars: Evolve, Energize, Experience and Engage. Spanning both print and online, we produced content that served as a neighbourhood guide — to communicate and reflect the area’s emergence as the new CBD2 of Hong Kong. A 28-page print magazine was created and inserted into select SCMP newspaper circulation areas, and four episodes of online content — two with videos featuring Hong Kong personalities with a connection to the area — were produced and published on SCMP.com. Social media posts on Facebook served as primary traffic drivers to the content series, which featured a custom-designed landing page introducing the four themes of the “Transformation of Kowloon East” channel.
Results
Nearly 450,000 pageviews during the campaign period
50,000 copies of the magazine distributed to direct subscribers, the CBD area, and prime residential districts — with many outlets reporting the magazine was sold out
Immediately led to another O2O project with the Sino Group, for a new residential property opening later in 2019
