Title | INSTANT NEWSPAPER RECYCLER |
Brand | SUNG HUNG KAI PROPERTIES |
Product / Service | PROPERTY |
Category | B01. Corporate Image & Information |
Entrant | SAATCHI & SAATCHI CHINA Hong Kong, HONG KONG |
Entrant Company | SAATCHI & SAATCHI CHINA Hong Kong, HONG KONG |
Advertising Agency | SAATCHI & SAATCHI CHINA Hong Kong, HONG KONG |
Production Company | LAUNDROMATTE Hong Kong, HONG KONG |
Name | Company | Position |
---|---|---|
Carol Lam | Saatchi/Saatchi | Chief Creative Officer |
Kenneth Foo | Saatchi/Saatchi | Senior Art Director |
Adeline Siow | Saatchi/Saatchi | Senior Copywriter |
Jin Pan | Saatchi/Saatchi | Senior Copywriter |
Alexis Chiu | Saatchi/Saatchi | Managing Director |
Emile Cheung | Saatchi/Saatchi | Senior Account Executive |
Arion Yau | Saatchi/Saatchi | Intergrated Director |
Pelie Kwok | Saatchi/Saatchi | Head Of Creative Service |
Clement Shaw | Saatchi/Saatchi | Lead Content Producer |
Lavin Lau | Saatchi/Saatchi | Delivery Support |
Sheena Pang | Saatchi/Saatchi | Delivery Support |
Rebecca Liu | Saatchi/Saatchi | Pr Director |
Kris Xiao | Saatchi/Saatchi | Pr Assistant |
Joshua Wong | Laundromatte/Hong Kong | Director/Video Production |
SHK East Point City wanted to educate its consumers on its environmentally-friendly philosophy, especially during the Chinese New Year season, when wastage is at an all-time high.
The Instant Newspaper Recycler helped people experience for themselves an alternative and fun approach to recycling. This echoed SHK East Point City’s main objectives of creating awareness of its environmental mission, and acted as an attraction to draw people to the mall during this time, which was a bonus for retailers and mall management alike.
The Instant Newspaper Recycler was a fun new way to bring the joy of recycling to people. A human-powered machine that instantly silk-screened prosperous red prints over newspaper on the spot, it allowed people to see a creative new use for their old newspapers, and at the same time, let them experience how easy being green could be. It showcased SHK East Point City’s commitment to environmental issues, and helped spread the message not only to the people there, but in the gifts that they wrapped and passed on during the New Year celebrations.
The event was covered in over 70 publications, with an estimated average of HK$1.5 million of free media, and over 3,000,000 page views. On the event day, foot traffic to the mall had increased by 35%, with 3600 wrapping papers handed out to families both young and old. Over 90% of the consumers surveyed said they would continue to be more environmentally-conscious and expressed positive support of SHK East Point City.