Wednesday, June 24, 2009

MTR Elements "Flirting with sound"

Most malls choose to pull in crowds and promote in-mall spending with coupons, discounts or acrobat shows…these sales activities often do not live up to the image of the mall, and some of them even threaten to harm the brand. “Flirting with Sound” is an attempt to break away from what most shopping malls are doing in Hong Kong. At Elements, we’d like to think of ourselves as curator to different forms of art. Instead of creating advertising headlines, they have created a lot of interesting story angles for the press to write about and people in town to talk about. The exclusiveness of their limited products were raved and loved by shoppers, fashionistas, art lovers and other influencers alike. Can you imagine sound as something else? They transformed sound into many different art forms, and turned these forms into a series of limited edition products to reward their loyal customers: From a silver pendant to chocolates, T-shirt, even home décor items for redemption. How about transforming sound live? Inside the mall, they organized a month-long event showcasing the stories and creative process behind their products. They also built a mega Sound Lab with an interactive visualization system that enabled visitors to transform and see their voices live. What’s more, the event was supported and extended into a fully integrated campaign that encompasses online gaming, mobile advertising and a special press kit, to name a few. Product redemption rate was over 90%, the best ever product redemption rate for Elements. Even six months after the event, they still had people asking them where to get one of the Beethoven chocolates! Generated sales worth of over US $28,000,000. 36 number of free media titles, with an estimated value of over US $500,000. 2x Bronze Cannes Lions Direct Winner.

Agency: McCann Worldgroup Hong Kong.