EVERY GIFT IS A STORY
Christmas is a big festival in Hong Kong and most Hongkongers give gifts to their friends and relatives. But the custom is becoming more and more commercialised. The true purpose and joy of giving a gift is being lost. And retail marketing…
Christmas is a big festival in Hong Kong and most Hongkongers give gifts to their friends and relatives. But the custom is becoming more and more commercialised. The true purpose and joy of giving a gift is being lost. And retail marketing campaigns simply focus on getting people to spend more money on their gifts.
Although people are responding to the seduction of the retail messaging and choosing more expensive gifts to ‘demonstrate’ their love, many people - both givers and receivers - feel increasingly disconnected from the gifts. They miss the warmth and emotion of giving a gift. They want their gifts to have more meaning.
We wanted to reconnect people with the love and joy of giving gifts. So we encouraged people to share their most touching gift stories and promised to share the warmest stories with the public through different channels.
We received a tremendous response and adapted 42 gift stories into 42 radio plays, each performed by famous local DJs. Every day we launched a new story on air and on the campaign web site. We also adapted the stories into print ads, bus seatback stickers and screen savers to spread the love behind gifts across the city.
After engaging with the stories, people could receive special shopping offers,encouraging them to pick a truly meaningful gift for their loved ones.
The campaign touched people deeply and truly resonated with the public. People rushed to share their feelings. Almost 900,000 people visited the Campaign website. Celebrities and netizens shared their own gift stories on social media, and encouraged people to trust their inner feelings and reconsider the true meaning of giving gifts.