SHANGHAI DaNing, a new lifestyle shopping and entertainment complex is targeting 'Digital youth' with an interactive website designed to tempt them to visit the open-air complex in the Zha Bei district.
"We created the DaNing experience online through a story of how a boy and a girl meet there,"said Johan Vakidis, CD, OgilvyOne Worldwide Shanghai. "Viewers can pick to follow the experience of the boy or the girl, as there is a hint of romance to the tale."
One of the main sections of the site, located at www.daningdaning.com, encourages potential customers to register for the DaNing VIP card, which offers privileges and discounts at stores and other venues at the complex.
The database of sign-ups will be used subsequently for electronic direct marketing of promotions, events and special offers.
In addition, with live fashion shows set to be staged at DaNing, Vakidis also anticipates that the site could eventually offer the stores a platform to showcase their products.
Aspiring to become the new lifestyle hub located in the north-east residential part of Shanghai, DaNing encompasses nearly 100 outlets. These include shopping, dining, cinema, KTV, yoga and gym options, as well as a new boutique hotel, the Starwood Four Points Hotel.
According to Vakidis, this is one of the first interactive campaigns developed for a real-estate client in China.
"I don't think many real estate companies would take such a rich media approach to their website,"he said. "The objective is to let users experience the actual place online and entice them to visit."
As the website was developed prior to the completion of DaNing, much of the footage of the online video was visualised via computer graphics and shot against a green screen.
In order to drive traffic to the site, email newsletters of how the site was developed have been sent to potential customers.
