Hong Kong Technology Venture Company: Try once – try to be a HKTV Mall wet market express professional

Online shopping mall HKTVmall used long-form video content on YouTube to help it deliver its complex launch messaging in Hong Kong.

Background & Context

In the fast-growing e-commerce & post-COVID-19 scenario, the shopping habit in wet markets was steadily shifting to digital and HKTVmall wanted to capitalise on this opportunity. To this end, the brand launched its Wet Market Express service in late 2022.

HKTVmall was tasked with the complex task of differentiating its new offering from the competition and improving perceptions towards its service. They are launching this first-ever innovative service with the key objectives of generating awareness and shifting traditional buying behaviors from offline to online. The brand targeted women aged 25-44, grocery shoppers, living busy lives and...

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