HKJC is a racing club operating as a non-profit organisation that acts continuously for the betterment of Hong Kong society. However, Hongkongers are often unaware of its contributions. Therefore, HKJC is eager to engage Hongkongers via one of their strategic pillars of promoting sports development and healthy lifestyles.

In 2017, in line with HKJC’s values of supporting Hongkongers and community betterment, HKJC stepped up and developed the STRIDING ON: 21-DAY CHALLENGE, a DIGITAL FITNESS PROGRAM to encourage Hongkongers to live healthier lives.

KEY OBJECTIVES:

• Convince Hongkongers to take action with HKJC and induce them to take the first steps and make a positive change for a healthier life

• Help sign-up participants

• Arouse the public’s appreciation and awareness of HKJC’s efforts and contribution in bettering society

A.I. INNOVATION FIRST IN HONG KONG

Our campaign is the FIRST IN HONG KONG to employ A.I. Image Recognition Technology to assist in targeting. It operated in 3 STEPS:

THE “3-Ds” FRAMEWORK

1. DECIPHER by unlocking image data

2. DEFINE data needed for accurate targeting

3. DEPLOY immediately at point of need

1. DECIPHER

•The A.I. crawls through images audiences posted in social networks

•It reads and machine-learns them to identify high-potential First Step-ers

•It ascertained if the prospect is at the gym or home at a certain location

2. DEFINE

•TARGETING ACCURACY ENHANCED through PAIRING data signals generated from the A.I. with location and contextual social media mentions data

3. DEPLOY

•Visual data signals activate instant-moment targeting. Consumers TARGETED WITH RIGHT-MESSAGE-AT-RIGHT-TIME based on images shared on Facebook & Instagram

•Within minutes, our A.I. detects the data signal. Once one leaves their social media page, they are invited to participate