Langham Place and Sanrio are looking to create a viral storm with a new installation that evokes 1960’s Hong Kong theme.
Partnering with Sanrio, the shopping mall has recreated a small Hong Kong town from the 1960s showcasing iconic scenarios such as “Lion Rock”, “Star Ferry Pier” and “The Clock Tower”, with a number of Hello Kitty figures dressed in traditional Chinese costumes.
“The theme this year is closely connected with Hong Kong citizens. We hope that shoppers in different age groups can have the resonance of each scene,” said Vivian Leung, general manager of Eagle Property Management.
“As the target audience of Langham Place is mostly young adults, we hope to give them a chance to learn more about 60s in Hong Kong and to experience what their parents or even grandparents have lived with,” Leung added.
As for Sanrio, the purpose of blending a 60s vibe with Hello Kitty, according to Caroline Tsang, COO of Sanrio Wave HK, was to give more photo spots to create increase visibility.
“This campaign gives a totally new image to Hello Kitty and Sanrio as we have never used localised elements in our characters,” Tsang said.
“We hope it could bring some freshness to our consumers. We also hope to attract some new fans by this brand new image of Hello Kitty.”
With a heavy focus on e-marketing, the campaign also includes a humorous micro-movie on YouTube starring Hello Kitty and local comedian Bob with their love affairs.
Adapting the renowned local films “Days of Being Wild” and “In the mood for love” by the internationally renowned filmmaker Wong Kar Wai, the micro-movie aims to attract also male audiences.