Brand Exposure

THE ECONOMIST // Brand activations
The Challenge

One of the biggest challenges The Economist faces is changing brand perceptions that the publication covers much more than just business, finance and politics. The Economist wanted to attract new, loyal readers and drive a conversation that positions the brand as an advocate for positive change. The Economist turned to experiential to bring their content to life and encourage new readers. 

Our Strategy

Whilst others shy away from controversy, The Economist is front and center reporting, providing thought-provoking content that enlightens and challenges readers.

We chose to embrace the challenge offering, with experiences which self-select The Economist’s progressive target audience.

Feeding the Future positions The Economist as an advocate for change by offering mind-stretching experiences that challenges potential readers to step out of their comfort zone to consider bold new concepts covered by the newspaper that will shape people’s lives in the future.

Feeding the Future activations have challenged people with insect-laced ice cream as a protein-source alternative to tackle the global growing population, explore “man-made” meat as an alternative carnivorous fix to curb environmental and ethical pressures, consider the coffee in your cup as the fuel of the future and dive into the ocean with an immersive virtual reality experience to get a deeper view on the rapidly depleting fish stocks and make fishing more sustainable. 

Client
The Economist
Year
2015-2019
Location
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The Results

Experiential has become the leading acquisition channel for new readers

  • Annual readership targets for experiential have increased by over 40% for the region
  • Catalyst appointed agency lead of choice for all experiential marketing across Asia Pacific
  • Regional roll-out for experiential campaigns: Australia, Hong Kong, Singapore, New-Zealand, Malaysia, India
Over 150 days of annual nationwide live activity in Australia alone
A taste of what else we do
ghd // pop-up experience
The Challenge

Ghd, good hair day, is a popular hairstyling product brand in Europe but is less of a household name in Asia. The company identified the need to grow its online presence in order to propel it into the Asian market. The desire was to do so through an online-to-offline (O2O) activation which promoted their new ‘Wanderlust’ Collection.

Our Strategy

Catalyst built a pop-up experience in the high-foot-traffic Pacific Place shopping mall. Designed to offer a ‘Wanderlust’ Experience, there were several areas to explore within the pop-up and guests were given a “passport” upon entering. As they made their way through the various areas, their ‘passports’ were stamped and they accumulated points. 

The experience finale was a ‘Wanderlust’ photo opportunity where guests were rewarded with a gift-on-purchase if they shared the photo online. This tactical redemption strategy drove traffic back in-store while increasing fan growth and engagement across FB and IG. 

Client
ghd
Year
2016
Service
Location
Hong Kong
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The Results

The Ghd Wanderlist campaign was a huge success, achieving:

  • Over 700 quality UGC entries, 20% UGC globally

  • Over 36% IG fan growth

  • Over 90% FB fan growth

 

Over 380k reached, 39k+ engagements, and significant growth on FB and IG.
A taste of what else we do
Metlife // Brand Activation
The Challenge

Metlife is a well known Insurance company in the US but they struggled to get their name out in Hong Kong. Hence why they have engaged Catalyst for a number of years to deliver activations which drive brand awareness, social engagement and offer their sales staff an opportunity to engage with consumers. 

Our Strategy

Catalyst has created live activations which were used drive audience consideration, press coverage and social media reach.

Over the past few years we have launched a city wide Kombi tour serving ice creams which combined the companies US routes & asian culture, launched a roadshow with custom made fortune cookies and toured a photo opportunity truck which brought to life their tag line "Discover a better future"

 

Client
Metlife
Year
2017-2018
Service
Location
Hong Kong
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The Results
  • Engagement toppled 10,000 interactions
  • Organic Fan growth of 3,545 fans
  • MetLife taking the lead in growth in Fan Base amongst all other key insurance companies
  • Total earned PR value of $1.5 million HK (for the whole campaign)
  • Top three finalists in the HK Insurance awards
  • Outstanding Integrated marketing strategies Award

 

A taste of what else we do
Calvin Klien // Brand splash
The Challenge

The Moontrekker race is Hong Kong’s intense 934m overnight endurance competition. As an event sponsor, Calvin Klein wanted to create a brand activation campaign to interact with race participants while embodying the slogan ‘My Moves, #MyCalvins.’ The brand also wanted to seamlessly capture the participant’s data as part of the experience

Our Strategy

When participants finish the annual Moontrekker race, they enter the finishing camp to enjoy free entertainment and food. Catalyst’s strategy was to feature Calvin Klein as part of the entertainment with a 6-meter high, 360-degree motion photo booth. 

To have a motion “photo” taken, single participants or groups positioned themselves in the center of the platform and posed. There was also a trampoline in the middle, making it possible to jump and get a shot in mid-air. Cameras and a banner featuring ‘My Moves #MYCALVINS’ encircled the platform. A video was made for each participant showing them in a full 360-view, with the brand’s banner in the background. 

Brand ambassadors stood by to capture participants’ data and encourage them to share it on social media with the hashtag #MYCALVINS. 

Client
Calvin Klein
Year
2018
Location
Hong Kong
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The Results

Calvin Klein’s Performance 360 photo booth was a successful brand activation resulting in:

  • 1,400 brand impressions

  • 120 brand engagements and data captures

It created a fun, unique, and share-worthy way for participants to document and celebrate the Moontrekker race. Further, the brand’s slogan was highly visible in every photo capture and was brought to life with the moving components of the photo booth.
 

A taste of what else we do