ELEMENTS SUMMER 2014
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 attract an affluent group in Hong Kong during the summer period. Meanwhile, ELEMENTS also pursuits to engage with consumers in the festive season so as to drive traffic to the mall.
WHAT WE DID
Concept Development | Publicity | Artist Collaboration | Event Management
Summer is a high season for family with kids to go shopping and spending their school holidays. Hence, we lined up Aardman Animations Ltd. as the strategic partner to collaborate with ELEMENTS mall and staged a unique public art trail project “Gromit Unleashed” right after the successful debut in UK in 2013, in which the main character Gromoit is very popular among the kids all over the world. The campaign featured a series of extraordinary new look of 70 Gromit sculptures, which were designed by 60 international and local artists, celebrities, socialites and global brands, exhibited some strategic locations of the mall to attract the eyeball. We have also uplifted the campaign and positioned it as "The Greatest Dog Show on Earth in Asia" at ELEMENTS to maximise awareness and create buzz among the general public, local and international communities as well as the media. A live online auction was held to wrap up the campaign and raise fund for the charities - Wallace and Gromit’s Grand Appeal and Art in Hospital in UK and HK respectively.
WHAT WE ACHEIVED
We brought the art trail project “Gromit Unleashed” to Hong Kong in great success. There were a total of 160 pieces clippings generated from both local and UK with the advertising value equivalent to HK$5,140,261 for the campaign. We also won several awards, like, the Excellence in Sponsorship presented by marketing magazine, and the Bronze Award for Best Community Engagement at 2014 PR Award Quality, which has provided a proven record of this successful campaign.