As the Bronze winner of the Best Media Campaign – Creative at MARKETING-INTERACTIVE’s Spark Awards 2022, the LP10’s Perfect 10 Launch with Eco-Rich Seagull Mascot project by Nan Fung Group and Yahoo has added a rare dash of green to the typical residential marketing.
Nan Fung Group wants more than just a conventional messaging. It hopes for engagement, which was a challenge during the pandemic when strict social-distancing restrictions were in place.
Epitomising the LOHAS concept of sustainability, the campaign hopes to change Hong Konger’s values and perceptions surrounding environmentalism with objectives of creating healthier homes and happier lives. Targeting green-conscious investors and homebuyers, the campaign aims to drive sales based on mottos including Living Vibrantly (against panoramic vistas and exceptional location), Living Responsibly (with great environmental features) and Living Well (thanks to upscale amenities and smart home/technology that ensures safety, comfort, energy saving, accessibility and connectivity).
Introducing the Seagull Family
Created two years ago for the launch of adjacent residential project LP6, The Little Seagull Mascot received a makeover to become a family of four to build rapport among young families whilst continuing the seagull narrative.
The icons were heavily scattered across the campaign – as holograms in the sales office to tell the story of LP10’s eco-rich lifestyle, photo-ops, merchandise, exhibitions and show flats – especially around festivities like Lunar New Year and Easter; animated Whatsapp and Signal stickers with compelling, humorous repartee between the family members; plus an animated Instagram filter where users “transformed” into seagulls and danced with the birds within the comforts of their own home.
Perfect 10/10 Messaging with Community & Creativity in Mind
The campaign leverages on the idiom of “Perfect 10” for top-of-mind awareness. Aside from TV commercials, print, radio, out-of-home and digital reach, the campaign also hosted 13 PR and sales events to highlight features including state-of-the-art AI climate control devices and smart locks, exquisite kitchen appliances and more.
As its digital ad solutions partner, Yahoo has permeated its prime properties with LP10’s advertorials and visual ads highlighting immersive experiences and compelling content.
Such is an AR advertorial illustrating the ways the residential project coexists in harmony with nature; it’s where residents can watch lush greenery unfurl right from their phones. With the help of the seagull family and a smart AR function, users can “view” LP10, its surrounds and take a snapshot with the animals!
More engaging experiences include interstitial/ billboard/ DLREC and stage ads that revealed the LP10 as the viewers’ own homes via 3D VR technology. Visitors could imagine their lives here, explore all the cool home features as well as “touch” the sustainable materials and green energy elements.
The article is sponsored by Yahoo Hong Kong and Nan Fung Group.