|Title||FLIRTING WITH SOUND|
|Product / Service||ELEMENTS MALL|
|Category||B03. Consumer Services|
|Entrant||McCANN WORLDGROUP Hong Kong, HONG KONG|
|Entrant Company:||McCANN WORLDGROUP Hong Kong, HONG KONG|
|DM/Advertising Agency:||McCANN WORLDGROUP Hong Kong, HONG KONG|
|Spencer Wong||Mccann Worldgroup (Hong Kong)||Executive Creative Director|
|Nick Lim||Mccann Worldgroup (Hong Kong)||Creative Consultant|
|Mark Kong||Mccann Worldgroup (Hong Kong)||Associate Creative Director|
|Quentin Yeong||Mccann Worldgroup (Hong Kong)||Associate Creative Director|
|Gary Lam||Mccann Worldgroup (Hong Kong)||Art Director|
|James O||Mccann Worldgroup (Hong Kong)||Art Director|
|Oggy Cheng||Mccann Worldgroup (Hong Kong)||Designer|
|Alexis Chiu||Mccann Worldgroup (Hong Kong)||Business Director|
|Avila Law||Mccann Worldgroup (Hong Kong)||Account Director|
|Jessie Yip||Mccann Worldgroup (Hong Kong)||Account Executive|
|Mark Kong||Mccann Worldgroup (Hong Kong)||Copywriter|
|Paul Swee||Studio13||Content Production Director|
Most malls choose to pull in crowds and promote in-mall spending with coupons, discounts or acrobat shows these sales activities often do not live up to the image of the mall, and some of them even threaten to harm the brand. Flirting with Sound; is an attempt to break away from what most shopping malls are doing in HK. At Elements, we'd like to think of ourselves as curator to different forms of art. We explored SOUND with customers. Ever imagined, SOUND could be something else? We transformed Beethoven’s Fifth Symphony into many art forms, and turned these forms into limited-edition products in one integrated campaign. We enrich customers with art, personalized collectibles and thrilling sound-visual stimulation.
Instead of creating advertising headlines, we have created a lot of interesting story angles for the press to write about and people in town to talk about. The exclusiveness of our limited products were raved and loved by shoppers, fashionistas, art lovers and other influencers alike.
Can you imagine sound as something else? We transformed sound into many different art forms, and turned these forms into a series of limited edition products to reward our loyal customers: from a silver pendant to chocolates, T-shirt, even home decor items for redemption. How about transforming sound live? Inside the mall, we organized a month-long event showcasing the stories and creative process behind our products. We also built a mega Sound Lab with an interactive visualization system that enables visitors to transform and see their voices live. What's more, the event was supported and extended into a fully integrated campaign that encompasses online gaming, mobile advertising and a special press kit, to name a few.
Product redemption rate of over 90%, the best ever product redemption rate for Elements. Even 6 months after the event, we still had people asking us where to get one of the Beethoven chocolates! Generated sales worth of over US$28,000,000. 36 number of free media titles, with an estimated value of over US$500,000.