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M+:港漂·共潮

comprehensive

Project Introduction
Objectives:

  • Building a loyal Hong Kong community for M+ by offering high-quality avant-garde artworks that blend mainland Chinese and Hong Kong features, enriching their artistic and entertainment experiences.

 

  • Increase spending on M+ amongst the Hong Kong drifter community (30% increase in M+ tickets other products)

 

  • Increase Hong Kong drifters' loyalty to M+

Target audience:

  • New Hong Kongers are people who have left their birthplace to seek a livelihood in Hong Kong.
     

  • They are part of the city but have not fully integrated.

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Achievements Display

Brand Positioning

  • Audience resonance:
    Sharing Hong Kong drifters' stories to connect and relate.

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  • Brand Role:
    The brand supports Hong Kong drifters, offering help and inclusion.
     

  • Issues Addressed:
    Community support to reduce loneliness and encourage positivity.

Tagline

Wave of Change

​漂泊羁旅

Tides that Bind

携手激荡

Key Campaign Elements
Final Post

  • Fronts:

        ITCNewBaskerville

​​        Modern and fluid artistic and              inclusive coexist​

Wave
Strength
HK Red Boat
Passion
TIde
Hope
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  • Tone of Voice:

​​       Supportive     Encouraging
       Friendly           Sincere​

Final Logo
Mockup
App Design
Ticket purchase
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MAIN PAGE
Event Information
Exhibition Map
APPfeedback and interaction
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