|Title||FASHION INTELLIGENCE INDEX|
|Brand||HANG LUNG PROPERTIES|
|Product / Service||FASHION WALK|
|Category||B01. Guerrilla Marketing & Stunts|
|Entrant||McCANN & SPENCER Hong Kong, HONG KONG|
|Idea Creation||McCANN & SPENCER Hong Kong, HONG KONG|
|Production||McCANN & SPENCER Hong Kong, HONG KONG|
|Spencer Wong||McCann & Spencer||Creative Chairman|
|Michael Li||McCann & Spencer||Creative Director|
|Anson Cheng, Edmond Leung, Kenson Chan||McCann & Spencer||Art Director|
|Eric Siu||Freelancer||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||Freelancer||Photographer|
|Andrew Lee||Freelancer||3D Artist|
To establish Fashion Walk as the icon of style – we created the Fashion Intelligence Index. Comprising of 5 style experiments, we invited fashionistas to join us in a series of style researches. We then complied the results into a report, and launched them as our ads, making our campaign a democratized and a true reflection of styles in the city.
To establish Fashion Walk as the icon of style in the city – we took our inspirations from our shoppers 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. We then complied the results into a report, the Fashion Intelligence Index, which we later launched as our ads.
We have successfully turned the otherwise boring researches into a month-long engagement program, turning Fashion Walk into a showcase of styles for serious fashion lovers. And cementing Fashion Walk’s status as one of the must-go shopping destinations in Hong Kong, as quoted by USA Today. The campaign achieved the following results during and in the following 4 months after our program: - 650,000 free media impressions - 30% increase in traffic - 24% increase in sales.
We turned a series of otherwise boring researches into a month-long engagement program for Fashion Walk, a fashion complex in Hong Kong, and later turned the data we collected from the style experiments into our ads, turning Fashion Walk into a showcase of styles for serious fashion lovers.
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. Inviting them to join us in a series of style researches, our ads comprised of style information of the people that made up the area, making our campaign a democratized and a true reflection of style of fashion lovers in the city.