Turning a COVID-19 Crisis into Opportunities

In the midst of a fourth wave COVID-19 outbreak in Hong Kong, a case cluster took place at Mr. Ming\'s Chinese Dining, a restaurant at K11 MUSEA at the end of February 2021, stirring up public concern about the safety and hygiene of the premise.

Complete openness and transparency is the key to tackling a crisis like the outbreak of COVID-19. To protect the safety of the public, we raced against time and made tough but necessary decisions. We communicated proactively and consistently with customers, tenants, stakeholders, media, and the general public through all channels, to ensure that accurate and timely information was effectively distributed internally and externally, and correct inaccurate content when needed.

With all eyes on K11 MUSEA, we need a campaign that can tread lightly while remaining informative and positive, providing our audience with cheerfulness, fun, and happiness to quell public concern and convey the key message of safety — that K11 MUSEA is the safest place to visit in town — by incorporating the latest AI robot technology by our partners, Rice Robotics and Guardforce. Therefore, we filmed a short video, featuring the innovation and creativity of our anti-pandemic measures: the deployment of a “robot squad” waltzing across K11 MUSEA to sterilise the premises and getting into some light-hearted mischief in between.

Footfall on K11 MUSEA’s reopening date following temporary closure gained an incredible boost, recovering to a similar level to its peak during the previous Chinese New Year weekend. The number of CRM members shopped also surged. More than 50% of shops doubled sales on re-opening weekend vs. trend.

Our video, K11 MUSEA’s Sanitisation Robots Waltz Through the Pandemic, went viral on YouTube, Instagram, and Facebook with millions of global views. Our sanitization robots also received positive attention from the traditional media.