We met some hardcore fans, people who were happy to sell out their family’s emails for more free totes, crashed an engagement photoshoot, and even made friends with the cool kids at Lush we happened to stop in front of.
Many were interested in what shenanigans the Grana Van was up to, so we’ve set up a short FAQ with Cintia, the brains behind this project:
What was the purpose of the Grana Van?
SPREAD JOY! Hong Kong is a very tense city where strangers definitely do not speak to strangers. It was amazing to take people’s gaze away from their phones if only for a minute; even more amazing to be responsible for strangers coming together and have conversations.
What kind of conversations were going on?
Some people have never heard of our brand, which makes this a perfect conversation starter. We had products with us of course, and often people can’t believe the quality they’re feeling in their hands.
Of all the districts you covered, which was the most memorable for you?
All the districts were insightful. Most the areas in Hong Kong Island like Sheung Wan, Central and Wan Chai were densely populated with grana fans. We were spotted by tourists who know us from their hometowns in areas like Stanley and Repulse Bay which was a cool experience. Kowloon was our unchartered territory which was very exciting – we’re always up for making new friends!
Are there any fun anecdotes that are particularly memorable for you?
One lady wanted 7 totes in particular and offered us her entire family’s email address in exchange for them. One customer spent two days trying to track us down so when she finally did she was near tears! Last but definitely not least, the Lush crew. They came out to party with us, gave us a goodie bag and told us to “keep the good vibes going.” It was incredibly touching.
How many Grana totes were handed out?
In total, about 1000 across both colours.
How much support was at your disposal for an event like this one?
I have everyone in Grana to thank – from the Marketing team, Design, Retail through to the Engineering team. Luke, our CEO actually came out in person one day to give out Grana totes which was amazing.
Would you say the Grana Van was a success?
Yes! It was worth all the hard work. The level excitement the van itself generated really is not an everyday thing you see in HK. Then to have people chasing us down via location updates on social platform! The buzz was awesome.
Well peeps, until next time…!