Jun 26, 2025 • 2 min read
RedBall & Hong Kong Design Center a Brand Activation Case Study for RedBall Hong Kong
RedBall Hong Kong — Brand Collaboration Showcase
City & Year: Hong Kong, December 6–15, 2024
Brand Partner: Hong Kong Design Centre (HKDC)
Umbrella Event: Business of Design Week in the City (BODW in the City)
Project Page: /cities/hongkong/
Strategic Impact ✨
As the 48th stop on the RedBall Project’s global tour, this citywide activation brought RedBall to 10 of Hong Kong’s most recognizable public spaces—transforming high-traffic sites like Central Pier, Hong Kong Museum of Art, West Kowloon, Chater Garden, Victoria Park, and The Peak into dynamic canvases for public engagement. Positioned within BODW in the City, the project amplified HKDC’s visibility while inviting millions of passersby and tourists to engage with the work in person—supported by nearly one billion in earned media reach.
Metrics, Media & Brand Lift 📈
- Earned +992.9 million media impressions across 552 media placements
View full report → Sinclair Measurement PDF - 98% positive or neutral coverage, with 85% featuring the RedBall in headlines or opening paragraphs
- Coverage from top-tier outlets: TimeOut Hong Kong, SCMP, LifestyleAsia, Asia Society, Classique, BrandHK
Social Campaign:
VoxPop's On The Street Daily User Generated Content On Site Real Time
Brand Activation Highlights 🤝
- Visual Alignment: The bright RedBall 🔴 echoed Hong Kong Design Centre’s bold identity, reinforcing design leadership and brand visibility.
- Creative Collaborations: Hospitality & Opening Event Partner: Swire Hotels - The Upper House Retail Messaging Partner: TenRen Tea Local partners — The Uncommon Gallery, Humchuk, INNSVX, Kiesly Tsang, Young Soy Gallery — activated the work through cross‑disciplinary programs, artist talks, AR experiences, wellness sessions, and limited‑edition artwork.
- Audience Engagement: Hosted public artist talks at Asia Society and Hong Kong Museum of Art, interactive installations a new site each day, Instagram AR filters, wellness activations, tea‑set collaborations, and café pop‑ups—all free and open to the public.
Why this Matters for Brands
This activation illustrates how RedBall can:
- Anchor citywide experiential marketing tied to cultural festivals or tourism campaigns
- Enhance visual branding through intentional color and symbolism in public space
- Drive earned media value with global press and localized coverage
- Engage diverse audiences via immersive, branded programming and community partnerships
