The Background

With recent technologies, more people turn to online media as their sole source of entertainment. To celebrate the 60 years anniversary of the Hong Kong Public Libraries (HKPL), this campaign acts as a reminder for people to reminisce about the good old days, when people preferred reading books as their source of entertainment and knowledge. HKPL aims to inspire the public to enjoy reading again, as Barack Obama likes to say, “Reading is important. If you know how to read, then the whole world opens up to you.”

The Objective

• To promote reading as one of the activity that people can do to relax
• To recall the joy of reading by naming the campaign - 回憶再發現
• To inspire people to take a break from their busy life and read books instead
• To celebrate the 60th anniversary of HKPL, the campaign acts as a reminder to Hongkongers that the libraries have been growing up with them throughout time

The Solution

• Partnered up with 6 artists and KOLs from different generations to showcase insights and memories they have with Hong Kong Public Libraries and the services they provide in different periods of time
• In the beginning of the video, the celebrities from different generations and background will showcase their own connection with HKPL which in turn make viewers feel like HKPL is growing with them throughout the years and how they were during that time
• A quiz was introduced in the beginning of each video to make it more casual and interactive
• By convincing viewers that a book is a fun thing to read, celebrities also gave book recommendations along with their daily life sharing to further encourage people to read 

The Sparkling Spots

• Including public figures with different occupation from lyricist to DJ, each with their own story, the campaign is showcasing how HKPL is deep rooted in Hong Kongers’ life and memories
• Build a connection with the audience by making them reminisce the old times with their own memories of Hong Kong Public Libraries, giving them a sense of human-touch 
• By recommending the books that the celebrities have read to the audience, it gives a sense of testimony that help encourage the audience to give a book a try 
• Campaign was received by audience in a positive manner with viewers them sharing their own memories of Hong Kong Public Libraries

The Result

• Surpassed original KPI by 170% which was almost 900,000 impressions
• Videos were viewed by more than 500,000 users