The List Promo LOCAL SPEAKER by Grey Hong Kong

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Industry Magazines
Media Promo & PR
Market Hong Kong SAR China
Agency Grey Hong Kong
Associate Creative Director Pyrrhus Chan
Executive Creative Director Keith Ho
Art Director Matthew Yuen, Kenny Wong
Copywriter Vivian Ho
Released March 2011

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: THE LIST
Product/Service: MAGAZINE
Date of First Appearance: Mar 31 2011
Entry URL:
Executive Creative Director: Keith Ho
Group Creative Director: Nicholas Hong
Associate Creative Director: Pyrrhus Chan
Copywriter: Vivian Ho
Art Director: Matthew Yuen
Art Director: Kenny Wong
Technical Team Head: Ling Hon Kei
Media placement: Mobil' - iPhone App - 31 March 2011

Describe the objective of the promotion.
It always takes some effort for foreigners to settle in to any new place. And the language barrier can be a problem for expats in Hong Kong.

The List is a magazine that provides vital, honest, accurate and impartial information local information for its expat readers in Hong Kong. The magazine wanted to help their readers live more like locals in the city by overcoming the language barrier.

Describe how the promotion developed from concept to implementation.
Using unique “lip-sync” technology, we developed the “Local Speaker” iPhone app, which allows non-Chinese speakers to ‘speak’ like locals right away.

There is a selection of different Cantonese phrases to choose from. After taking a self-portrait photo, the user’s lips are synced. Then by playing the phrases, the user can appear to ‘speak’ like a local with no more misunderstandings.

Phrases are updated regularly as The List always provides up-to-date in-depth information for expats to better understand Hong Kong.

Explain why the method of promotion was most relevant to the product or service.
The List is a magazine dedicated to providing vital, honest, accurate and impartial local information for its expat readers in Hong Kong to help them enjoy an easier life in the city. The “Local Speaker” iPhone app helped their readers to enjoy their lives in the city even more.

The magazine together with the app, act as a part of a survival kit for expats. The “Local Speaker” iPhone app, provides an instant experience for expats to live like a local, so they can feel more connected with the magazine and more convinced by the brand.

Describe the success of the promotion with both client and consumer including some quantifiable results.
People love the app as it is useful and inspiring.

This app allows expats to live like other local people in Hong Kong. They can go anywhere, order anything in restaurants, and manage their daily lives without any language difficulty.

By introducing this app, The List helps expats enjoy their stay more in Hong Kong.