FeiFanBook
The Voices Behind City
Overview
To launch Hong Kong Reminiscence (香港遺美—香港老店紀錄), publisher FeiFanBook sought an innovative digital approach to engage a modern, digital-native audience without diluting the authentic heritage of local merchants across Sham Shui Po and Yau Ma Tei. Starting with on-site ethnographic research and direct merchant interviews, we spearheaded a 0-to-1 digital strategy that turned physical urban heritage into a virtual "City Museum." By bridging print publishing with interactive digital touchpoints, we created an integrated O2O (Online-to-Offline) journey—inviting readers to explore local oral histories online while driving foot traffic and book engagement offline. This digital-led storytelling experience set a new benchmark for traditional media innovation, capturing widespread community attention and earning top industry recognition.
Client:
FeiFanBook
Year:
2022
Category:
Integrated Marketing Strategy
/
Experience Design
Location:
Hong Kong
The Challenge
How might we modernize the experience of a traditional heritage book to engage a digital-native audience while preserving the authentic "voices" of the Sham Shui Po and Yau Ma Tei communities?
The Solution
We architected an integrated "phygital" marketing strategy that transformed Hong Kong’s historic streets into an interactive, virtual "City Museum." Drawing directly from on-site ethnographic research and merchant interviews in Sham Shui Po and Yau Ma Tei, we translated authentic local oral histories into a immersive digital narrative.
By pairing the physical book with interactive web touchpoints, we created a seamless Online-to-Offline (O2O) ecosystem—enabling readers to discover neighborhood heritage digitally while encouraging physical street exploration and book sales, ultimately securing the 2023 Hong Kong Publishing Biennial Marketing Award.
The Result
By combining ethnographic field research with a seamless O2O digital journey, the award-winning campaign transformed local street heritage into an interactive city museum—winning the 2023 Hong Kong Publishing Biennial Marketing Award and setting a new benchmark for tech-integrated publishing launches.
Client feedback
Paperwwork truly pushed our creative boundaries, turning a standard book promotion into an award-winning experience design that brought local Hong Kong stories to life both online and on the streets.
Carman Liu
,
Marketing Director
