Delay No Mall takes on guerilla marketing

Hong Kong - Goods of Desire has tapped Leo Burnett in a series of guerilla marketing activities aimed at promoting the launch of its new shopping mall, Delay No Mall.

The theme of the campaign, Take Action Now, comprised of various forms of guerilla marketing, from models lying in the middle of Central for a quick nap, having a quick picnic at the pedestrian crossing to stripping in the train.

Brian Ma, creative director for Leo Burnett Hong Kong, said his team wanted to provoke and engage the public and grab their attention when they least expected it.

"Our aim is to promote the brand's unique characteristics, and encourage people to relase and appreciate their own creativity," he said.