How are brand partners measuring ROI from their ComplexCon HK investment?

Brand partners such as HSBC, Lee Kum Kee, Regent Hong Kong, and The Murray Hong Kong are expecting a positive return on investment (ROI) through their partnership with ComplexCon, a three-day festival and exhibition that blends pop culture, music, art, food and innovation, starting today (21 March).

Following its debut in Hong Kong last year, this year's ComplexCon is being held at the Hong Kong AsiaWorld Expo and has once again received HK$15 million from the government's Mega Arts and Cultural Events Fund for this edition. 

Bonnie Chan-Woo, founder of Complex Chinese and organiser of ComplexCon Hong Kong, told MARKETING-INTERACTIVE that ComplexCon Hong Kong is an expertly curated event and a dynamic year-round platform that celebrates influential brands, musicians, artists, fans, and pop culture enthusiasts from around the globe. “We look forward to unveiling an out-of-the-box high-energy experience to the massive audience coming through the Con in the next three days,” she said.

Headlining the event are K-pop girl group NJZ (formerly known as NewJeans), Korean singer ZICO, and American artists Metro Boomin and Quavo. The event also includes a marketplace, food festival, panel discussions, and an esports zone presented by HSBC One.

As one of the partners of the event this year, HSBC One has merged the realms of esports and fashion by launching Asia's first esports zone at the expo. Korean esports team Gen.G will participate in matches and have meet and greet with fans.

In a conversation with MARKETING-INTERACTIVE, Cheuk Shum, head of marketing, wealth and personal banking, Hong Kong, HSBC said the bank’s journey into esports began last year with world esports champion T1, during which it hosted the city's largest esports fanfest for 5,000 HSBC customers. 

HSBC One has also launched its first exclusive fashion collection designed by local Gen Z artists offGod:Tate, blending the distinctive styles and innovative spirits of both brands. This collection aims to highlight the dynamic relationship between esports and fashion through a bold and playful approach.

According to Shum, unique experiences are more valued than ever in today's landscape, particularly among the Gen Z demographic, which is a key segment for HSBC One. He added:

Ultimately, it all boils down to brand experience—something we've been committed to cultivating for our customers at every touchpoint.  

In terms of ROI measurement, the partnership's initiatives are grounded in HSBC's net promoter score (NPS), according to Shum, which assesses the likelihood of its customers recommending the bank to their friends and family in comparison to its competitors. “Initiatives such as ComplexCon, alongside our other marketing efforts, play a vital role in creating unique experiences that enhance our NPS among Gen Z customers”.

On the other hand, Lee Kum Kee’s decision to partner with ComplexCon Hong Kong is driven by the overwhelmingly positive response from last year’s event, attracting a diverse crowd of local and international attendees as a world-class event that sets global trends. 

Last year, ComplexCon Hong Kong sold over 29,000 tickets, including sold-out HK$4,780 three-day passes for concerts and carnivals, and featured over 200 artists and creators from Hong Kong and abroad.

The partnership aims to attract a wider audience and showcase the Lee Kum Kee brand alongside its latest products - Lee Kum Kee instant bowl noodles, according to Kiko Wong, associate marketing director, Lee Kum Kee.

Lee Kum Kee has set up a pop-up noodle bar (李錦記麵家) centred around its new product, inviting participants to be the first to taste the new instant noodles and tossed noodles. Additionally, the brand has launched giveaways for ComplexCon tickets on its social media platforms. Wong said:

By targeting the new generation and introducing a brand-new concept of the Lee Kum Kee pop-up noodle bar, we aim to transform consumer perception on cup/ bowl noodles to emphasise their delightful flavours and the use of quality sauce and ingredients.

Every dining experience in the Noodle Bar is a potential endorsement for its new product, according to Wong. “We will analyse various metrics such as booth traffic, brand awareness, social media impressions of the "Instant bowl noodles" campaign and overall brand sentiment following the ComplexCon event,” he said.

Perspective from hospitality and hotel partners

After collaborating with ComplexCon Hong Kong last year, Regent Hong Kong has once again taken on the role of the event's hospitality sponsor this year.

According to a spokesperson from Regent Hong Kong, the partnership with ComplexCon aligns with the hotel's commitment to nurturing Hong Kong's vibrant creative community and enhancing its position as a global cultural hub, with the fusion of music, art, fashion, and design embodied by ComplexCon echoing the brand's ethos of redefining luxury through experiential storytelling.

The spokesperson added:

By collaborating, we aim to engage culturally attuned audiences, celebrate both local and international talents, and reinforce our position as a destination that inspires creativity and sophistication. 

Regent Hong Kong considers partnerships such as ComplexCon from a comprehensive perspective that goes beyond financial metrics when measuring ROI. “The overwhelmingly positive feedback from guests, creators, and attendees last year affirmed the value of this approach,” the spokesperson said.

“This year, we will continue to measure success through brand affinity, media impact, and the opportunity to showcase our world-class hospitality to a global audience. Participation in such a dynamic event ultimately strengthens our long-term relationship with the city and its creative pioneers,” the spokesperson said.

On a similar note, The Murray Hong Kong, the hotel partner of ComplexCon, said the partnership aims to enhance brand visibility and connect with a trend-savvy audience. This collaboration positions the hotel as a cultural hub, attracting both local and international guests while showcasing its unique offerings in art, fashion, and lifestyle, according to its spokesperson. 

In terms of ROI assessment, The Murray will track brand exposure through media coverage and social media engagement, analyse guest engagement by examining visitor numbers and event-specific promotions, as well as evaluate sales performance by assessing revenue changes in dining and accommodations.

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