How are brand sponsors and supporters measuring ROI from their DOUBLE DUCKS investment?

Brand sponsors and supporting organisation of the recent DOUBLE DUCKS exhibition are expecting to see satisfactory return on investment (ROI) from sponsoring and supporting the project, which aims at conveying the healing power of art and a positive message of friendship and unity.

Despite the emergency deflation of one of the ducks on the opening day of the exhibition, the two-week long DOUBLE DUCKS project has drawn a large number of positive sentiments and gained public attention. Media intelligence firm CARMA saw over 3.5k mentions related to the exhibition over the past weekend, with 50.8% positive and only 2.8% negative sentiments.

Don't miss: Promotional activities unveiled ahead of giant inflatable DOUBLE DUCKS exhibition on 10 June

In a conversation with MARKETING-INTERACTIVE, Ronald Iu, CEO of ZA Bank, brand sponsor of the exhibition, said the Bank has always been dedicated to interacting with the local community through offline engagement, including its signature ZA Carnival series, to give Hongkongers a taste of the human touch of a virtual bank. That’s why this time the bank has decided to sponsor the giant inflatable duck event.

“The grand return of the iconic Rubber Ducks after 10 years is a long-awaited moment, and we are thrilled to be part of this special celebration,” Iu added.

We believe the exhibition will certainly add to the summer joy, and the only 'ROI' would be happiness of the community.

On the other hand, some brand sponsors have aligned their summer campaigns with the DOUBLE DUCKS exhibition to create a one-of-a-kind, city-wide tourism push. Mirroring the DOUBLE DUCKS exhibition on Victoria Harbour, Ngong Ping 360 has brought the “Flying Rubber Duck” cable cars as well as the “Bubble Bath-themed" cable cars so passengers can check-in even mid-flight.

Ngong Ping Village also features a two-meter-tall gigantic crystal bathtub and “Fantastical Bathroom” installations. Within the space, 5,000 rubber ducks are scattered across Ngong Ping Village. “We’re also elated to partner with Neighbourhood Advice-Action Council in a charity sale of rubber ducks in a mission to help those in need whilst spreading the power of joy to everyone,” the spokesperson said.

A spokesperson of Ngong Ping 360 (NP360) told MARKETING-INTERACTIVE that with the DOUBLE DUCKS-themed campaigns, the company expects a double-digit growth in visitor numbers, especially given the mirror effect NP360 is doing against what is originally a spotlight tourism event of the DOUBLE DUCKS in Victoria Harbour.

The Double Ducks @Ngong Ping 360 is more of a branding campaign and thus focuses on awareness, which is measured via social media engagement as well as on-site visitor satisfaction and awareness surveys. Through these tools, we’ll then review our campaign ROI and success.

Meanwhile, Venture Smart Financial Holdings (VSFG), global financial services platform, is also partnering with its Web3 and NFT partner, DOTTED, the mobile-first Web3 platform through "DUCKble The Joy, DUCKble The Fun" campaign to give away official "DOUBLE DUCKS" digital collectibles. "We will focus on brand awareness and engagement, especially from the feedback on how people perceive the digital collectibles," said a PR representative of VSFG.

The recent launch of “Double Ducks-Themed Station” and the mini duckies across 24 MTR stations are also one of the examples of brand sponsors trying to align the exhibition with their campaigns. "We are grateful to share a moment of rejuvenation with the community amid their busy lives with the happiness that the DOUBLE DUCKS create for everyone. Every cheerful smile and joyful moments spotted on visitors during their art-filled railway journey and shared in social media are solid recognition of the success of the collaboration," a spokesperson of MTR Corporation said. 

As a company rooted in Hong Kong and dedicated to fostering its growth as a global virtual asset hub, the brand is thrilled to lend its support to the “DOUBLE DUCKS” project. "Our aim is to not only spread joy within Hong Kong and beyond, but also to promote virtual asset to a wider audience...We hope to offer the masses a glimpse into the world of virtual assets and help them take their first step into this exciting space," the PR representative added. 

Apart from brand sponsors, supporting organisation of the project also stepped up to spread the positive vibe provided by the exhibition. HKTB's spokesperson said HKTB is glad to support and facilitate the exhibition. "HKTB is looking forward to seeing local visitors and tourists engaging with the public art pieces on our beautiful skyline," the spokesperson added. 

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