Bilingual marketing campaign content — Avo's World
A KOL collaboration spanning a physical mural, an Instagram AR game and a bilingual campaign minisite.
Carrying one bilingual brand message for Avo's World across a physical mural, an Instagram AR game and a campaign minisite, without it fragmenting between formats.
Metrics and outcomes
The challenge
As Hong Kong's first virtual general insurer, Avo needed more than a product message — its core differentiator, covering everyday scenarios most traditional insurers ignored, wasn't landing on its own. The business need was a brand message people could feel.
A campaign has to raise awareness and drive conversion at once, across offline and online touchpoints that each reach a different audience with the same brand equity. The user need was one coherent idea — with Avo, you're always covered, so you can get on with your life — carried without fragmenting across a mural, a social AR game and a minisite.
The problem to solve: hold one message together across three formats that don't naturally share an audience or a medium.
Gathering insights
Who is this KOL?
I first needed to understand Messy Desk’s background, style and body of work, and how it related to Avo’s core offerings. What was her story, and what made her want to work with us?
What do people want to read?
People respond to a personal story they can relate to far more than to another campaign. Messy Desk’s story gave our audience something to care about, and something worth passing on, which is what drives impressions.
Ideation
Crafted a personal media narrative
I drafted a Messy Desk interview written up as a Q&A for Avo's blog, which added a human storytelling layer beyond the promotional copy and gave Messy Desk's own audience a reason to share it.
Online-to-offline-to-online experience
The bilingual campaign minisite was written to move visitors between offline discovery (the mural) and online participation (the Instagram AR prize game) rather than treating each in isolation, which gave visitors a more immersive brand experience.
Results
- 10% higher Instagram engagement than on other posts
- The physical mural at Tung Street, Sheung Wan, generated consistent footfall tracked via IG check-ins and QR code scans
- The Messy Desk interview independently drove organic search traffic and was shared to Messy Desk's own following, extending reach via earned channels with no added media spend
