Ogilvy and Mindshare scoop K11 business

Hong Kong - K11, said to be the first art mall in Hong Kong, has appointed Ogilvy & Mather and Mindshare to promote its launch, set for the third quarter of 2009. 

The art themed shopping mall is a joint project by New World Development and the Urban Renewal Authority.

Located at Hanoi Road in Tsim Sha Tsui, K11 is a shopping centre comprising six storeys that include a modern-day art gallery.  

O&M and Mindshare won the business in a pitch against two other agencies, DraftFCB and Euro RSCG.

As the creative agency of record, O&M is tasked with the advertising and communication strategy as well as implementation from TVC, print to outdoor.

Media agency, Mindshare is tasked to establish the positioning of the mall as the first art mall in Hong Kong and to create awareness of the mall aimed at driving traffic to attract art lovers, fashionistas, gourmands and Chinese tourists.

K11 will feature three components including a Flagship Gallery, Skylight Piazza and Gourmet Tower.