Launching a market-leading contemporary art auction series through integrated PR in Asia

Jay Chou x Sotheby's
Challenges

Balance media engagement between the art auction series and celebrity stories

In 2021, Sotheby’s announced JAY CHOU x SOTHEBY’S, a ground-breaking collaboration between Sotheby’s and legendary musical icon and avid art collector Jay Chou. A trailblazing partnership uniting entertainment and fine art, the much-anticipated auction marked the grand inaugural edition of Sotheby’s celebrated CONTEMPORARY CURATED auction series in Asia. Known as the “King of Mandopop”, Jay Chou is an international pop musician, singer-songwriter, actor and director whose music, stage performances and movies have captured the hearts of millions. As one of the world’s biggest influencers with more than 6.4 million followers on Instagram, Jay is also well recognised in the Asian and international art scene as a passionate and avid art collector. Sinclair was appointed as Sotheby’s PR retainer agency in Mainland China and to announce the collaboration. The challenge was to balance the stories between art auctions and celebrity stories.

Approach

Insight Riding on the massive interest of contemporary art from the younger generation of collectors and public, a celebrity collaboration would only bring extra buzz to the campaign.

Strategy Highlighted Jay Chou as a curator who collaborated with Sotheby’s on a contemporary art collection, in order to bring art closer to a  younger and wider audience. Also used this opportunity to bring attention to Sotheby’s thought leadership on celebrity collaborations and contemporary art.

Thought Leadership Put forward both, a contemporary art expert (a spokesperson) of Sotheby’s and Jay Chou, to take on interview opportunities to ensure every story had an element of celebrity buzz and Sotheby’s offerings, online and offline.

Outcomes
+200
stories generated through a variety of publications and owned WeChat
2
high quality interviews with both Jay Chou and Sotheby’s spokesperson
+ 2 million
impressions, online and offline, were generated
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