The Brief

In December 2009, K11 shopping mall was launched. It was the world’s first Art Mall – featuring a gallery within the mall. We wanted to make the K11 experience even more immersive. We based our solution on 2 insights: Firstly, the target audience are lifestyle seekers who enjoy unique experiences. They appreciate technology: most of them own the latest iPhones. Secondly, they use their phones for entertainment, for keeping in touch through social networks and for getting information. They would rather be without their wallets than without their phones. Therefore, we leverage the iPhone to create an interactive experience.

Creative Execution

An interactive shopping mall demanded an interactive solution. Our creative strategy was based around K11’s unique theme – bring art, people and nature together. The iPhone app helped enhance the interactive nature of K11 while increasing time spent in the mall – which ultimately can increase sales. As well, the app featured a shopping directory with real-time promotions, plus 1-click restaurant reservations. All these were designed to further increase spending in-mall, while increasing share-of-mind (i.e. a constant reminder every time the user wants to go shopping/dining). Furthermore, the social media space and press coverage helped spread awareness of K11.

Describe the creative solution to the brief/objective.

We created an app that delivers an interactive shopping and art experience. On top of being a shopping and dining guide (complete with real-time shopping promotions), the app lets users interact with the art in the mall. Users simply pointed their iPhone’s camera to “QR codes” placed next to the art pieces to get an interactive “behind-the-scenes” narration, including interviews with the artists. (As part of the experience, we even designed the QR codes into art pieces in their own right.) It was like having a personal curator in the palm of your hand.

Results

The “create your own art” teaser website generated 15,000 visits, 90,000 page views, 400 user-created art pieces and 800 votes. More than 1,000 people interacted with it in the first two weeks alone. This drove traffic to the K11 main website and to the iPhone app. It pushed technological limits by integrating digital content with real-life interactivity within the mall. It generated major PR coverage, including Hong Kong’s high profile Jet Magazine. The main site with iPhone app generated over a hundred thousand visits and over half a million page views, and it is still generating strong ongoing traffic.