The Campaign

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.Last summer, 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. While other malls reward coupon and discounts, we enrich customers with art, personalized collectibles and thrilling sound-visual stimulation.

Success of the Campaign

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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Can you imagine seeing, tasting and wearing Beethoven’s Fifth Symphony? This Masterpiece is now a series of different products: from a silver pendant to chocolate, T-shirts and even home décor items for customer redemption. How about transforming sound LIVE? Inside the mall, we built a mega Sound Lab where speech and music were radically augmented in real-time by interactive visualization software. We invited celebrities to jam with us. We made “Flirting with sound” a talk-of-town event. We further transformed sound into an integrated campaign with interactive experience - dedicated mini-site and online ads combined with the idea of interactive gaming. Everyone can download unique personalized soundwaves to their mobile phones or on customized T-shirts as collectibles.