Cultural Heritage | Integrated Marketing | Experience Design
The Voices Behind City: Award-Winning Phygital Book Launch
Bridging cultural heritage and digital storytelling through immersive community-driven
Key Objective: To architect a digital-led storytelling experience that amplifies local Hong Kong heritage, driving book sales and community awareness through award-winning marketing innovation.
Challenge:
How might we modernize the experience of a traditional heritage book to engage a digital-native audience while preserving the authentic "voices" of the Sham Shui Po and Yau Ma Tei communities?
My Role:
Lead Experience Strategist & Digital Creative
Orchestrated the 0-to-1 digital solution and field-research-led creative strategy for the book’s official launch.
Lead Experience Strategist & Digital Creative
Orchestrated the 0-to-1 digital solution and field-research-led creative strategy for the book’s official launch.
The Delivery:
- Ethnographic-Led Design: Spearheaded on-site field research across Sham Shui Po and Yau Ma Tei to capture the psychographics and oral histories of local shop owners. I translated these raw community insights into a cohesive digital narrative that served as the campaign's heartbeat.
- Integrated "Phygital" Strategy: Directed the development of a digital solution that complemented the physical book. This "all-in-one" experience bridged the gap between traditional print and modern interactivity, creating a recurring cycle of discovery for the audience.
- Creative Concept Development: Led the creative vision for the campaign, ensuring that the technology (Digital Solution) felt invisible and supportive of the heritage stories, rather than distracting from them.
- Cross-Disciplinary Collaboration: Acted as the lead liaison between the publisher, community stakeholders, and the technical team to ensure the "Voices Behind City" were represented with high fidelity and emotional resonance.
The Impact:
🚀 Industry-Recognized Marketing Innovation:
Successfully led the digital strategy that secured a Marketing Award at the 2023 Publishing Biennial, setting a new benchmark for tech-integrated book launches.
🚀 Enhanced Community Engagement: Developed an immersive digital framework that transformed field research into a scalable marketing asset, significantly increasing the book's visibility across digital channels.
🚀 Seamless O2O (Online-to-Offline) Transition: Engineered a journey that converted digital interest into physical community exploration, effectively bridging the gap between local heritage and modern readers.
🚀 Industry-Recognized Marketing Innovation:
Successfully led the digital strategy that secured a Marketing Award at the 2023 Publishing Biennial, setting a new benchmark for tech-integrated book launches.
🚀 Enhanced Community Engagement: Developed an immersive digital framework that transformed field research into a scalable marketing asset, significantly increasing the book's visibility across digital channels.
🚀 Seamless O2O (Online-to-Offline) Transition: Engineered a journey that converted digital interest into physical community exploration, effectively bridging the gap between local heritage and modern readers.
Background:
In 2023, I was invited by a publisher to promote a new book called "Hong Kong Reminiscence with Digital Solution." Our team visited small shops and the community in Sham Shui Po and Yau Ma Tei. The field research served as a great source of inspiration, leading us to develop an integrated experience.
IDEA
City Museum
To promote the new book "香港遺美—香港老店紀錄" (Hong Kong Reminiscence—A Chronicle of Old Shops in Hong Kong), we have created an interactive digital campaign that transforms significant spots into immersive tours and the city into a virtual museum. Our objective is to expand the reach and enhance the experience, not only in the offline world but also by fostering engagement and offering a comprehensive experience by combining the digital and publishing realms.
Photography: Huiman
HOW WE DO IT?
City Museum audio guide
We have carefully selected small shops featured in the book "香港遺美——香港老店記錄" (Hong Kong Reminiscence—A Chronicle of Old Shops in Hong Kong) and invite people to visit them by following our suggested routes.
To enhance the experience, we have created an interactive on-site experience. Attendees can scan the QR code located at each shop and listen to the audio guide provided on our campaign website through their phones. With the audio guide, the audience can learn about the heritage stories behind the shop's signboard, interior, people, and more, either online or offline.
CAMPAIGN GOALS:
- Promotion: Raise awareness of the book launch.
- Social media exposure: Encourage attendees to share their experiences on social media platforms.
- Experience enhancement: Provide an enriched and immersive experience for participants.
Contextual Research & Field Research
Implement:
Web mobile site including:2 routes (Mong Kong and sham shui po)
3 shops for each route
4 highlights from audio guide for each shop
Participate journey
There are 2 ways for participates to join this campaign
Screen flow
Sitemap
Wireframe
UI & Interaction
The project is supported by local small shops
Social Media
Media Coverage
Event
Key Visual Development
