Chandelier Creative account director Silvia Cheng admitted that “the client is struggling with its image”.
“The look, feel and the ambience need to be enhanced and updated,” said Cheng. “In the past, its design, photography and colour schemes were too corporate - elegant, but playing it safe.”
“The look, feel and the ambience need to be enhanced and updated,” said Cheng. “In the past, its design, photography and colour schemes were too corporate - elegant, but playing it safe.”
Accordingly, the agency has opted for a more youthful image, after successful recent launches by the likes of Elements and Megabox.
“This rejuvenated campaign intends to tackle more affluent, younger shoppers who appreciate lifestyle, originality, and individuality, while tying-in with the young and hip high-end street fashion brands at Festival Walk.”
The mall has unveiled a new tagline ‘In you, in here’, in a bid to communicate a focus on individuality. Advertising features silhouette photography, shot by Anthony Ward. Media planning was handled by Maxus. The campaign encompasses promotional artwork for the mall’s F&B and beauty offerings, along with a possible summer jazz festival in the mall.
Kicking off next month, the advertising campaign uses light boxes and escalator crowns at MTR stations, along with bus executions, and print work in magazines. The entire campaign is expected to run for at least two to three years.
