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Snapask, the online tutoring platform, launched a multi-district outdoor advertising campaign across XGD Media’s LFR billboard in Causeway Bay and Grand Plaza in Mong Kok — a campaign that went on to win a Spark Award for Best Media Campaign – Out-of-Home/DOOH.
To stand out from the clutter of billboards in Causeway Bay, Snapask needed a dynamic and distinctive campaign creative to engage the over 6 million monthly pedestrians passing XGD Media’s LFR billboard. XGD Media proposed a “DSE Countdown” creative — a fully automated programme that generated new content daily, displaying the number of days remaining until Hong Kong’s DSE (Diploma of Secondary Education) Examination Day. The countdown successfully created a sense of time urgency for students and parents, directly linking the outdoor advertising to Snapask’s core value proposition of exam preparation support.
Grand Plaza in Mong Kok complemented the campaign with coverage in Kowloon’s highest-density commercial area, reaching the massive pedestrian flow along Nathan Road and surrounding shopping streets. The dual-district strategy covered both sides of Victoria Harbour, targeting Hong Kong’s student and parent demographic across two of the city’s most-visited shopping areas.
