Hatching a successful tactical campaign

Business objectivesAlign brand with biz strategy, Build awareness, Shape perceptions

Direct response campaign surpasses business objectives

Cyberport is a government funded creative digital community that nurtures digital industry startups and entrepreneurs.

The organisation sought to recruit participants to various programmes and build brand awareness among a wider audience.

To achieve this, Stepworks devised the creative for a multi-channel direct response campaign. The campaign also aimed to achieve a key awareness metric as reported by a third party independent survey.

Value created

Enhanced brand recognition – Following the campaign, Cyberport reported they outperformed their key metrics for brand awareness and response.

Increased audience – The initiative brought new interest to Cyberport’s initiatives.

Raised team morale – The Cyberport team were excited and pleased that the campaign got a lot of positive feedback and received a merit award at an industry competition.

Photo of HK tram displaying Cyberport campaign with the campaign team
The campaign ran in a variety of channels including outdoor, print and digital

The carefully planned customer journey moved audiences from awareness to digital signup
Photo of Cyberport campaign banner design in the Hong Kong MTR


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