Developed by M&C Saatchi, the drive builds on the largely outdoor teaser campaign, by asking consumers a series of questions such as ‘Why be dull?’ and ‘Why be normal?’. Spearheaded by a series of three TVCs airing on terrestrial and cable platforms, the creative strategy eschews depictions of a stereotypical shopping environment in favour of a more symbolic approach.
According to M&C Saatchi co-executive CD Simon Handford, the MTR Corporation-developed Elements mall incorporates five traditional Chinese elements - water, metal, earth, fire and wood - into its design, which then formed the central part of the TV campaign.
In the series of spots, everyday rooms in a home, including a lounge, dining and bedroom, are ‘torn apart’ by the elements, signifying the ‘destruction of the monotonous’.
“We came up with the idea of trying to snap people out of their normal, mundane lives by arousing some questions in them,” said Handford. “The campaign is really an attack on lifestyle, a statement against doing things the conventional way, which is what Elements is all about.”
The TVCs were shot in Thailand by French director Wilfred Buch of Gang Films. The campaign also includes a significant component of outdoor, with executions - some have rolled out as part of the teaser phase - scheduled to launch in high-traffic areas across Hong Kong.
Betty Leong, chief retail development manager at MTR Corporation, said the mall was positioned as a mid- to high-end shopping experience, with entertainment facilities such as an ice-rink and cinema also part of the overall offer, but she admitted the campaign could be perceived as taking a risky approach. “We’re venturing to be something different, so we needed something that tied in with our positioning,” said Leong.
“It does involve risk, we could perhaps be a little brave. It has always been our brief to be refreshing, to differentiate ourselves from the competition.”
Other agencies involved in the launch campaign include Starcom on media planning and buying; Chung & Tang Communications for public relations; and Czar for events.
