Hong Kong locals and tourists alike cherish fond memories of riding the city’s beloved trams. Hong Kong Tramways partnered with brand strategy agency Stepworks to conceptualise its multichannel campaign for tram fans to bring their experiences to light.

The campaign, Ding Ding Diaries, combines online and offline channels to celebrate tales of the tram as told by budding storytellers around Hong Kong. Stepworks named the campaign and worked with Hong Kong Tramways to develop its strategy, logo design, tram wraps, tram shelters and in-tram posters.

Riding ding on memories

Stepworks also conceived the digital strategy for the campaign. Riders with a personal and inspiring tram story can submit it to the Hong Kong Tramways’ microsite. Visitors can read other contributions in its gallery – including mini-documentaries featuring Hong Kong influencers – and share them over social media. Lucky storytellers have the chance to get their own story documented and their photo and story posted on the side of the tram.

The unfolding campaign represents another productive brand building venture between HK Tramways and Stepworks following its recent brand identity update.

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