MediaCom HK & Yahoo Launch 'Progressive Minds' Platform for Audi
As part of Audi’s recently launched Hong Kong campaign, the luxury automobile brand has now unveiled a digital-exclusive content partnership involving many of Hong Kong’s most recognisable faces in association with Yahoo!. The campaign was concepted and co-ordinated by MediaCom Hong Kong’s digital team and involved close integration with Isobar too.
Progressive Minds brings together a number of successful local Hong Kong celebrities and influencers across a range of different industries, all linked by a single common thread. Each of them has shown a forward-thinking, creative and ultimately progressive way in developing their careers.
The partnership has launched with video interviews of a renowned sporting institute founder and a stage actor/comedian with more interviews to be revealed in the coming weeks. All interviews will showcase recognisable Hong Kongers who have pushed the boundaries of their chosen fields and feature insights into how a progressive outlook has helped get them to where they are today. Topics covered will be business, the arts, sport and conservation to name a few. Content within the platform has been divided for easier consumption into four key categories with each pillar reflecting Audi’s own core brand pillars: Progressive, Agility/Adventurous, Competitiveness and Sustainability/Environmental.
As well as aggregating some of Hong Kong’s most recognised faces, the activation also involves a number of Hong Kong category media firsts including new creative formats and the market’s first integration of Tumblr into the Yahoo! platform for an automotive advertiser. Audi have also commissioned Yahoo! to create bespoke editorial content from their award-winning editorial team as well as to curate existing relevant articles to support the Progressive Minds program. The campaign will be tied up with a Millward Brown study to show the effectiveness a content-led approach has had on the Audi brand.
A marketing manager at Audi Hong Kong said “The Progressive campaign is not about promoting a specific product or car model per say, rather a feeling and a spirit that we think represents Audi and is embraced by our fellow Hong Kong people. We believe that Yahoo!’s popularity coupled with their expertise in creating digital content and overlaid with a KOL success story-led approach can bring significant value to our brand compared to more traditional marketing channels.”
Adrian Lee, Head of Digital at MediaCom Hong Kong said “The fact that Progressive Minds celebrates Hong Kong individuals that have excelled in thinking outside the box meant we had to take a similarly different approach in helping Audi tackle their business challenge. Just about the only nailed down certainty around this campaign was the need to heavily centre it in digital and although defining measurable KPIs for a non-standard digital activation of this magnitude has been a lengthy process, all of us are confident that what we’ve agreed upon will make a positive difference to Audi’s brand perception in Hong Kong.”
Progressive Minds can be found at http://progressive-minds.tumblr.com/ .
Category: Automotive , Cars