Narrow Door has partnered with Klook for its mega campaign, Summer OUTernship 要人!!,  to tap into Hong Kongers’ love for summer travel.

Aim of Campaign

To position Klook as an end-to-end travel companion across Play, Move, and Stay verticals that fully back users’ passions. Moving beyond destination-driven marketing, we invite Hong Kong travelers to find their personal summer vibe and let Klook fuel their ultimate travel obsessions. 熱情大哂 出發玩盡世界 (Passion All in – Unleash your Adventure with Klook)

Target Audience

All Hong Kong travelers, from the mass market to niche lifestyle segments including K-pop fans, staycation lovers, sports enthusiasts, foodies, and avid road-trippers

Strategy 1: Creative Concept

The concept, The Summer Outernship 要人!!, hijacks the typical corporate recruitment ad to engage audiences through eight playful job roles. It challenges participants to fully live out their travel passions:

• 本命應援專員 (Fandom Rice Catcher, love of idols)
• 酒店躺平師 (Lying flat Officer, love of hotels)
• 挑肌爆汗師 (Chief Sweat Seeker, love of sports) 
• 旅行識影人 (Professional Viewfinder, love of photography)
• 真·軌佬 (Window-seat Tracker, love of railways)
• 無心睡眠駕駛員 (Sleepless Overdriver, love of driving)
• 港人口味認證師 (Canto-Palate Quality Controller, love of food)
• 嗌「上！」的波兒 (Stadium Hype-Man, love of football)

Strategy 2: Multi-Tiered Content Architecture

A structured, fast-paced video rollout strategy guides consumers through the awareness and consideration funnel:

• A 30-sec anchor video that captures attention, introduces the “Summer OUTernship”, and drives mass calls-for-entry via aggressive visual cues: 要人!!
• Three 20-sec recruitment videos focusing on three selected “jobs”, highlighting the specific, humorous “skill sets” required to excel at those travel passions
• Five bite-sized social videos for the remaining five job positions, sustaining digital momentum and covering all passion tribes

Strategy 3: “Joy Kreator” & KOL Alignment

We activate a curated mix of specialized KOLs and “Joy Kreators”, each paired with a unique job title. By tapping creators who genuinely live and breathe their subcultures, the campaign delivers authentic, native content that demonstrates how to utilize Klook’s Play, Move, and Stay verticals in real life.

Scope of Work

• Video
• KV
• Social Content
• Digital