FWD, an insurance company established in Asia in 2013, believes in community commitment and encourages people to ‘celebrate living’ through inspirational and bold experiences. In 2019, FWD acquired the lease to the former Marine Police Headquarters, one of the most important heritage landmarks in Hong Kong for the historical site, FWD HOUSE 1881.
FWD collaborated with local micro-modelling talent, TOMA Miniatures, to curate a miniature exhibition, “FWD Insurance: Hong Kong Story Walk – Miniature Hong Kong” for two months. The exhibition included a newly-created miniature of the former Marine Police Headquarters to highlight the historical link of the site as part of the 21 exhibits – nine of which were made just for this exhibition.
Sinclair was appointed to elevate FWD’s brand presence in FWD HOUSE 1881 by bringing a unique, immersive and engaging exhibition to the Hong Kong public, ensuring to raise awareness and drive footfall to the heritage FWD HOUSE 1881.
Storytelling: Developed an engaging theme, Hong Kong Story Walk, that would allow consistent messaging across the 21 exhibits and activations to draw attention and footfall to the exhibition, as well as leverage this opportunity to introduce this heritage site to the target audience.
Strategy: Identified a selected list of targeted top-tier media and influencers across print, online and social to ensure a wide-reaching footprint to drive the narrative and gain awareness for the exhibitions.
Collaboration: Created attractive story angles for TOMA Miniatures, the exhibition creator and the only two full-time miniature artists in Hong Kong, to convey messages that highlight uniqueness and importance of FWD HOUSE 1881.
Engage: An interactive opening ceremony was arranged to allow media and influencers to have an in-person experience and understand details and essence of the project.
Social: Using various scenes and props to create photo opportunities for visitors and also a free traditional coconut and candy wrap booth was set up to giveaway candy wraps to encourage sharing on social channels to generate noise.
Community: Immersive interactive workshops, suitable for participant of all ages, were created and led by TOMA, allowing audience to have a hands-on cultural experience.
