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The Macallan Experience

Goals and objectives

Ahead of The Macallan's pop-up exhibition held at West Kowloon Art Pavillion, "The Macallan Experience", SCMP was tasked to create a modern, digital-native content campaign to drive registration and attendance of the event in Hong Kong. On top of this, they were looking to enhance brand awareness and favorability among the younger generation in Hong Kong, namely audiences aged between 18-30. The key message of the campaign was that "The Macallan is a brand of distinctive character, and it also offers products of outstanding quality."

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