BACKGROUND

HNA is a Fortune 500 company based in China with businesses worldwide but lacks international brand awareness, especially in the U.S.   

 

IDEA

Create a new “Share More Dream More” CSR campaign based on the corporate value “Sharing Dreams”.  Design an interactive outdoor billboard in New York Times Square, where consumers can wave their phone to interact with the billboard.  

 

RESULTS

This two-week campaign engaged  more than 82K participants in person an online, and was reported by 116 local and international media.