Don't miss these stories
Net-A-Porter, the luxury online fashion retailer, activated a groundbreaking live-feed digital billboard campaign at XGD Media's 26W in Central — the first of its kind in Hong Kong.
XGD Media and Net-A-Porter created a fully automated billboard connected directly to the Net-A-Porter eCommerce store. The result was a campaign creative that displayed items being purchased on the eCommerce platform in real time across the globe, combined with eye-catching visuals and music that continuously engaged the most sought-after consumers in Hong Kong. This online-to-offline (O2O) connectivity feature, available exclusively at XGD Media, bridged the gap between digital commerce and physical-world brand presence in a way that had not been done before on a Hong Kong billboard.
The campaign was recognised at the Spark Awards 2021 as one of XGD Media’s most innovative executions, demonstrating how outdoor advertising can move beyond static brand messaging to become a dynamic, data-connected medium. The 26W billboard’s position at the Lan Kwai Fong entrance — surrounded by luxury retail stores and Michelin-starred restaurants — provided the ideal environment for a luxury eCommerce brand targeting Hong Kong’s most affluent consumers.
