Art For Everyone @HKMoA was a city-wide art campaign that featured 100 artwork images from the Hong Kong Museum of Art (HKMoA)’s collection. Through the campaign period, the artwork images were showcased on over 490 display spaces (at no cost) across Hong Kong’s 18 districts. The campaign was introduced by and in celebration of the 30th anniversary of the not-for-profit organisation Friends of Hong Kong Museum of Art.
The campaign also featured an interactive custom-made AR App for the public to engage with the artwork images.
The key challenge was to raise awareness among the public to download the AR App, to encourage the engagement with the Museum’s collections and eventually drive footfall for the Museum.
Drove visitation: A city-wide campaign to widen the reach of audiences and encourage visitation to the Museum and further.
Social Media Engagement: Drafted 24 bilingual language post on own channel for reaching out to both local and expat audience, include one social media giveaway game to offer 100 gifts to the public, driving the footfall to the Museum. Partner with 11 influences to endorse the campaigns.
Talk of the town: Maximised awareness for the campaign and its partnerships with widespread cross channel exposure, as well as facilitated quality and detailed media reporting through creative and bespoke storytelling in target publications.
Viral conversations: Built strong social media platforms, driving followers and conversations.
Brought art to public spaces: Positioned the campaign as a unique, citywide art campaign that pioneered art for all and brought a positive, optimistic message of a prosperous Hong Kong.
Celebrated the arts in Hong Kong: Championed local talent as well as the city’s role as an arts hub of international importance.
