DISCOVERY BAY SUMMER 2015
ELEMENTS is a pioneer shopping mall, which consists of art and culture, lifestyle and shopping elements. ELEMENTS would like to reinforce the luxurious lifestyle image and celebrate Christmas with an affluent group in Hong Kong. Meanwhile, ELEMENTS also pursuits to engage with consumers in the festive season so as to drive traffic to the mall.
WHAT WE DID
Publicity | Artist Collaboration | Event Management
In celebration of Christmas, ELEMENTS proudly collaborated with 20th Century Fox and puppet-making maestro Ian Mackinnon to launch ‘Feeling Fantastic This Christmas’ program creating classic scenes from Fantastic Mr. Fox, the cinematic adaptation of the iconic work by British children’s novelist, Roald Dahl. We have lined up a number of in-depth interviews for Ian Machinnon during his visit in Hong Kong and Christmas features to enhance the awareness of the campaign.
We have also identified and invited a well-known French clay artist Alexandra Bruel for the first time to recreate the feast of Christmas goodies which were derived from the movie strategically to further extend the PR coverage and create excitement.
WHAT WE ACHIEVED
47 in-depth stories were generated for Ian and Alexandra and a total of 241 pieces clippings among Christmas feature, lifestyle, family and fashion media with advertising value equivalent to more than HK$ 8 million