The competition among retail spaces in Hong Kong has forced developers to create innovative campaigns and projects to increase customer flow. Sino Group, one of the joint ventures of the Lee Tung Avenue, managed to build up a successful campaign last year and now, a similar one will take place across its properties.
Lee Tung Avenue, co-developed by Sino Group, Urban Renewal Authority and Hopewell, last year spent a wonderful Mid-Autumn Festival with the public under an impressive giant moon art installation named “Museum of the Moon” by British artist Luke Jerram. The installation brought Lee Tung Avenue and its agency a total of 15 marketing and promotion awards, including eight awards at the Marketing Events Awards 2018 and two PR Awards last Friday, including the gold awards under the category of the Campaign of the Year and the Best Engagement – Mass Community.
“Good events and experiences give brands opportunities to funnel customers to social media directly. For retail properties, other than shopping experience, there are only little things more valuable than a shareworthy experience,” said Andrea Leung Tsui-shan, general manager of Retail Marketing & Promotions of Sino Group.
Sino Group continues to bring the fairy-tale romance this year with a new exhibition “Moon Rabbit Lumiere, jointly presented by Lee Tung Avenue, which earned a reputation for organising campaigns mixing modern and artistic elements with traditional Chinese cultural elements and has become a popular place for festive celebrations, and China Hong Kong City, a place offering 180-degree view of Victoria Harbour and is in the vicinity of the Hong Kong High-speed Railway Station and fast-developing West Kowloon Cultural District.
In collaboration with world-renowned Australian artist Amanda Parer, China Hong Kong City and Lee Tung Avenue will showcase 10 giant inflatable “Moon Rabbits” art installations, which have appeared in over 80 cities and 40 international arts festivals and event spaces. This world-class inflatable art installations will land in Hong Kong for the first time in this month.
Another project of the group is the OC STEM Lab which has been operated for a year in Olympian City. Leung and her promotion team at Olympian City see the impact and opportunities of technology application onto average young families in Hong Kong.
Situated in a residential area with 50,000 households surrounded, Olympian City identifies the needs of young families and assists them to understand STEM education which develops children’s skill sets to make them “future proof” in the employment market – offering clear value and interesting experiences to parents and kids.
In an effort to promote technology application and support STEM education, Olympian City has set up the first STEM Lab among shopping malls in Hong Kong and has continued to provide the best shopping experience through the Olympian Kids mobile app.
To support the establishment of the OC STEM Lab, Olympian Kids mobile app was upgraded by introducing new features such as “STEM Level Up Scheme” and “STEM Mission” to allow shoppers to participate in OC STEM Lab activities more conveniently.
Surrounded by family shoppers within the neighborhood, the target audiences are further expanded with the implementation of different tactful programmes to keep the leading position for STEM in shopping mall aspect.