1. Category: 2. Campaign / Event: 3. Client Organization: 4. Brand: Campaign of the year Love in Time for Christmas MTR Corporation Limited ELEMENTS

https://youtu.be/9Dx3Ka0f27k Entry Video ELEMENTS LOVE IN TIME FOR CHRISTMAS https://youtu.be/9Dx3Ka0f27k

CHALLENGE ELEMENTS LOVE IN TIME FOR CHRISTMAS Christmas is a battle season for shopping malls all over Hong Kong. ELEMENTS, a high-end fashion-focused mall, organized a campaign of the year “Love in Time for Christmas” from Nov 9 2015 to Jan 3 2016 to increase exposure for its brand and its tenants. The target audience was primarily affluent consumers and fashionistas. The campaign met several challenges: Construction work nearby obstructed traffic to ELEMENTS, which is already located in a sparsely populated area. Fierce competition Poor retail climate Construction There are more than 10 malls in Tsim Sha Tsui alone. It was no easy matter to capture the eyeballs of consumers. As if the stiff competition was not enough, the retail climate was gloomy due to a significant drop in Mainland tourist arrivals (-8.5% in Dec 2015).

STRATEGY ELEMENTS LOVE IN TIME FOR CHRISTMAS Unlike other malls which were all donning unsurprising Christmas decorations, ELEMENTS breathed life into its Christmas campaign by developing characters for the Kouklitas dolls. The campaign of the year then bombarded the senses of potential shoppers through a string of relevant activities and programs to ensure a truly immersive, participatory experience. 1. Engaging multiple senses of consumers It has become a common strategy for shopping malls to create large-scale, themed decorations to catch the attention of consumers. However, most of these decorations are only for “seeing”, which makes them rather flat, especially given consumers’ expectations have continued to rise. To differentiate ELEMENTS from other malls, our campaign was multi-dimensional, stimulating more than just the sight. 2. Stimulating their imagination and desire Instead of hard selling ELEMENTS, the campaign showcased the lifestyle and attitude our mall has been advocating through subtle storytelling, inviting consumers to use their imagination while generating aspiration for the coveted lifestyle and attitude.

STRATEGY 3. Making consumers “participants”, not “spectators” ELEMENTS LOVE IN TIME FOR CHRISTMAS 3. Making consumers “participants”, not “spectators” The Christmas decorations of most shopping malls only allow consumers to look. There is little interaction and participation involved. What made our campaign unique and memorable was that there were elements in which consumers could actively take part in and have fun, making the experience a highly personal and immersive one. 4. Bringing consumers into the mall proactively Because of the less favorable location of ELEMENTS, we thought out of the box and refused to be confined by the physical walls of the mall. By outreaching to consumers at hotspots in the city, we created buzz for the campaign and sustained consumers’ memory of ELEMENTS.

EXECUTION ELEMENTS LOVE IN TIME FOR CHRISTMAS 1. Beginning with a “WOW” factor: The anchor was a massive showcase of 100 life-size Kouklitas dolls in haute couture designed by artist Andrew Young, which had appeared in international fashion campaigns and were a real spectacle. We went the extra mile to open up consumers’ other senses by introducing the show control theater automation system to stage a “show” every 30 minutes where the dolls were animated, complemented by special music and lighting effects. 2. Making the campaign of the year part of life - A wave of lifestyle activities: We did not stop at the doll showcase. To make consumers active participants, we organized a wave of related programs, including doll-making, styling and photography workshops. To further highlight “fashion”, “lifestyle” and “luxury”, we partnered with strategic media organizations, including leading women and lifestyle magazines Elle and U Travel, to hit the target audience.

EXECUTION 3. Creating aspiration - Personification of the dolls: ELEMENTS LOVE IN TIME FOR CHRISTMAS 3. Creating aspiration - Personification of the dolls: The dolls came to life as we concocted mini stories of them enjoying life at hotspots in ELEMENTS, such as an extravagant shoe boutique and a cozy restaurant, as well as signature attractions in Hong Kong like a cha chan ting, and put the snapshots on social media. This way, the message of ELEMENTS as a trendy, fashionable destination got across to consumers tastefully. 4. Breaking the physical constraint to generate publicity: The physical constraint of the mall was demolished by way of a “city attack” by the dolls and guerilla activities at high-traffic locations around town, which successfully captured the attention of potential patrons.

RESULT +39%, HK$8,302,195 > 9,000 3.17 million 520 million +6% +5% Strong year-on-year growth ELEMENTS LOVE IN TIME FOR CHRISTMAS Publicity Value +39%, HK$8,302,195 Facebook post likes > 9,000 No. of blog posts reached 3.17 million No. of media impressions 520 million Sales +6% Patronage +5% The campaign defied gravity despite a harsh retail environment and voracious competition. PR: Extensive media coverage was obtained through aggressive media pitching and media interviews; creative PR angles ensured pre-event and sustaining editorial coverage. Overwhelming consumer response: From kids to the elderly, from families to stylish singles, everyone soaked in the experience and felt the positive energy. (Please see video)

RESULT 154 HK$8,302,195 (+39%) TOTAL NO. OF CLIPPINGS: TOTAL PR VALUE: ELEMENTS LOVE IN TIME FOR CHRISTMAS TOTAL PR VALUE: HK$8,302,195 (+39%) HIGHLIGHTED COVERAGE: For more media coverage, please refer to the video.

Behind The Scene: How The Kouklitas Dolls Came To Life Supporting Visuals ELEMENTS LOVE IN TIME FOR CHRISTMAS Behind The Scene: How The Kouklitas Dolls Came To Life

The Campaign Of Year Became A Talk Of The Town Supporting Visuals ELEMENTS LOVE IN TIME FOR CHRISTMAS The Campaign Of Year Became A Talk Of The Town