Title | FASHION INTELLIGENCE INDEX |
Brand | HANG LUNG PROPERTIES |
Product / Service | FASHION WALK |
Category | E05. Interactive Outdoor Experiences |
Entrant | McCANN & SPENCER Hong Kong, HONG KONG |
Idea Creation | McCANN & SPENCER Hong Kong, HONG KONG |
Production | McCANN & SPENCER Hong Kong, HONG KONG |
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 |
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