DMA: Data and Marketing Association
Consumer Help

Striding On with HKJC

Agency: PHD Hong Kong    •    Client: The Hong Kong Jockey Club    •    Category: Artificial Intelligence/Machine Learning    •    Award: Gold Award

Unhealthy lifestyles in Hong Kong have led to poor health outcomes such as an increase in obesity.

In line with the Hong Kong Jockey Club's (HKJC) core philosophy of community betterment, they set out to encourage Hongkongers to lead healthier lifestyles via their Striding On: 21-day Challenge, a digital fitness program.

HKJC took inspiration from a Chinese proverb, A journey of a thousand miles begins with a single step to motivate Hongkongers to sustain their journey to a healthier lifestyle and not drop-off after the FIRST STEP. We targeted these FIRST-STEPPERS to help turn heathy living into a habit.

We strategically leveraged consumers' digital behaviour where social updates are IMAGE FIRST to identify our FIRST STEPPERS. We did that by deploying our INNOVATIVE ARTIFICIAL INTELLIGENCE IMAGE RECOGNITION TECHNOLOGY to tap into image signals to accurately pin-point our intended audience on social networks. Through pairing image data gathered with contextual and location data from social media, we deployed the right message at the right time to the right audience segment, encouraging them to lead healthier lives.

We successfully helped Hongkongers Stride On to a healthier self.

Thank You For Reading

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