‘Celebrate Living’ with a unique and resonating story

FWD HOUSE 1881
Challenges

Elevate brand presence

FWD, an insurance company established in Asia in 2013, believes in community commitment and encourages people to ‘celebrate living’ through inspirational and bold experiences. In 2019, FWD acquired the lease to the former Marine Police Headquarters, one of the most important heritage landmarks in Hong Kong for the historical site, FWD HOUSE 1881. FWD collaborated with local micro-modelling talent, TOMA Miniatures, to curate a miniature exhibition, “FWD Insurance: Hong Kong Story Walk – Miniature Hong Kong” from 16 January to 25 March 2020. The exhibition included a newly-created miniature of the former Marine Police Headquarters to highlight the historical link of the site as part of the 21 exhibits – nine of which were made just for this exhibition. Sinclair was appointed to elevate FWD’s brand presence in FWD HOUSE 1881 by bringing a unique, immersive and engaging exhibition to the Hong Kong public, ensuring to raise awareness and drive footfall to the heritage FWD HOUSE 1881.

Approach

Storytelling Developed an engaging theme, Hong Kong Story Walk, that would allow consistent messaging across the 21 exhibits and activations to draw attention and footfall to the exhibition, as well as leverage this opportunity to introduce this heritage site to the target audience.

Strategy Identified a selected list of targeted top-tier media and influencers across print, online and social to ensure a wide-reaching footprint to drive the narrative and gain awareness for the exhibitions.

Collaboration Created attractive story angles for TOMA Miniatures, the exhibition creator and the only two full-time miniature artists in Hong Kong, to convey messages that highlight uniqueness and importance of FWD HOUSE 1881.

Engage An interactive opening ceremony was arranged to allow media and influencers to have an in-person experience and understand details and essence of the project.

Social Using various scenes and props to create photo opportunities for visitors and also a free traditional coconut and candy wrap booth was set up to giveaway candy wraps to encourage sharing on social channels to generate noise.

Community Immersive interactive workshops, suitable for participant of all ages, were created and led by TOMA, allowing audience to have a hands-on cultural experience.

Outcomes
+155
stories across print, online and broadcast in 2.5 months
+56.8 million
through local and regional publications in 2.5 months
+302,000
views, likes, comments and shares across official social media channels
  • Extensive coverage across top tier publications: HKET, SCMP, RTHK, Capital CEO, Esquire, Asia Times, Marketing Interactive, TimeOut HK and Cable TV
  • 100% of media articles and social media stories featured positive or neutral sentiment
  • 44 media attended the opening ceremony
  • FWD’s brand awareness and consideration was increased by 5%
  • +20,200 public visited the exhibition
  • +70 public participated in the specially designed interactive workshops
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