The first campaign created by McCann Worldgroup unit 291 Melons - which secured the business earlier this year - includes several visual and performance art features - supported by print, online, mobile and in-store advertising.
While usage of the US$10 billion development has increased since its launch last year, Elements still lacks the weekend bustle that characterises competitors, such as Ocean Centre, Pacific Place and Times Square.
The ‘Flirting with sound’ push sees Elements roll out a campaign of eclectic events throughout the summer - including sound installations, and performances by international and local Cantopop stars. A specially created sound lab, meanwhile, introduces an element of interactivity for shoppers.
“We make the sounds visible, touchable, interactive and even own-able,” said McCann Erickson Guangming business director Alexis Chiu. “You can record your own sound wave and use the unique 3D shape for mobile phone wallpaper or to make a t-shirt.
“Or you can go to the sound lab to play with your sound in an interactive and hi-tech manner.”
Traffic to Elements is expected to increase as tenancy of the nearby International Commercial Centre rises.
Elements uses art to entice consumers
HONG KONG - Elements Mall is hoping that a focus on art will help it distinguish itself from a slew of competitors in the marketplace, and boost foot traffic to the high-end shopping centre.
