FASHION INTELLIGENCE INDEX

Short List
TitleFASHION INTELLIGENCE INDEX
BrandHANG LUNG PROPERTIES
Product / ServiceFASHION WALK
CategoryE05. Interactive Outdoor Experiences
EntrantMcCANN & SPENCER Hong Kong, HONG KONG
Idea Creation McCANN & SPENCER Hong Kong, HONG KONG
Production McCANN & SPENCER Hong Kong, HONG KONG

Credits

Name Company Position
Spencer Wong McCann & Spencer Creative Chairman
Michael Li McCann & Spencer Creative Director
Anson Cheng, Edmond Leung, Kenson Chan McCann & Spencer Art Director
Eric Siu N/A Creative Technologist
James Reeves McCann & Spencer Group Creative Director
Philip Tsang, Connie Lo, Anna Chong, Miranda Wong McCann & Spencer Account Service Team
Chan Ka On, Dio Miu N/A Photographer
James Chan N/A Retoucher
Andrew Lee N/A 3D Artist

Brief Explanation

Located in Causeway Bay, one of the most fashionable areas in Hong Kong, shopping complex Fashion Walk wanted to reposition itself as the icon of style in the city. We took our inspirations and found the best expression of styles from fashionistas in the area, and created the Fashion Intelligence Index. Comprising of 5 style experiments, we took a close up look into the styles of the people that made up the most funky place in the city. For a month, we invited fashionistas to join us in a series of researches to investigate their styles about color, pattern, shoes, baggage, and accessories. We then complied the results into a report, which we later launched as our ads around the town. The campaign achieved the following results during and in the following 4 months after our program: 650,000 media impressions. 30% increase in traffic. 24% increase in sales. We have successfully turned the otherwise boring