Turn puts fresh face on Lee Theatre

Lee Theatre has partnered with Turn Creative to breathe new life into the 24 year-old shopping centre.Entitled “You Theatre”, the re-launch project hinges on the insight of “everybody can be a star and the shopping mall is your stage”, to provide a personalised shopping experience using decorations, personalised prints and banners scattered around the mall.[gallery link="file" ids="45293,45292,45291"]An interactive photo booth is also put in place to transform customers into the building, by converting colours and patterns on their outfits onto the virtual building exterior;On top of that, a series of designated campaign tote bags are available during the campaign period with additional badges and trimmings for customers to create customised shopping bag.[gallery link="file" ids="45296,45299,45298,45294"]Kaki Lo, art director at Turn Creative, told Marketing the campaign sees a heavy customisation approach mainly for the shopping area with a low media budget.“The campaign covers limited media space including print, OOH and tram body; what we mainly focus on is the overall environment in the mall as it is the most direct way to uplift the shopping experience to customers.”Lee Theatre shopping centre is converted from a Cantonese opera house back in the 20’s. Ridding on this history, the thematic campaign turns the shopping centre into a stage for every customer to be a star, she added.The campaign will run until 2 May.Credits:Client: Hysan Leasing Co. LtdMarketing assistant general manager: Anisa TioSenior marketing manager: Annette TsangMarketing manager: Edith Au YeungSenior marketing officer: Eileen LimMarketing officer: Derrick ShingCreative: Turn Creative LimitedExecutive creative director: Tony HonCreative director: Stephen ChanArt director: Kaki LoAssociate art director: Vivian CheungInteractive: Pill & PillowInteractive art direction: Henry ChuInteractive programming: Tet Chan