The M+ Sigg Collection Exhibition Digital Guide recently received prestigious awards at the Marketing Magazine’s Marketing Excellence Awards and the International Design and Communications Awards, two major design competitions in the marketing field.

At the Marketing Magazine’s Marketing Excellence Awards, we were awarded the Gold Award for Excellence in Use of Apps in recognition of the innovative use of app technology. At the International Design and Communications Award, a competition that receives entries from major international museum and cultural organisations, the digital guide was recognised with a Silver Award in the Best App category.

Developed as part of the digital marketing strategy for the M+ Sigg Collection exhibition that took place in Hong Kong from February to April 2016, the user-friendly, trilingual digital guide was the first exhibition app to use iBeacon technology in a large-scale show. The guide offered visitors an enhanced digital exhibition experience, before, during and after their visit, with exclusive audio interpretations, video interviews, and comprehensive background information on the exhibits.

The app proved hugely popular, with over 11,000 downloads, positive media coverage and extensive posts on social media. User data showed that over 60% of users took advantage of the iBeacon-enabled Nearby Artwork function to learn more about the artworks in front of them, and that, on average, visitors who used the app stayed 30 minutes longer at the exhibition than visitors who did not! Overall, the app provided important user information that has allowed us to learn about the digital and on-site behaviour of visitors, and that will be invaluable in helping us improve the user experience at the future M+ museum.

The M+ Sigg Collection Exhibition Digital Guide was developed by the West Kowloon Digital Marketing team, M+ and JuicyApp. It is one of a series of digital event guides initiated and developed by the authority, including the very well received Freespace Happening App that has been recently updated.


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and download the M+ Sigg Collection app: