Landmark has launched a new branding campaign, entitled ‚ÄúA Year of Play‚ÄĚ, using avatars to engage with customers, alongside a series of playful events and activations.
Landmark positions the mall as Hong Kong‚Äôs prestigious shopping destination. The campaign envisages 2019 as a year to play with self-expression with daring takes on the latest trends; to experiment imaginatively with ways to enrich, connect and entertain customers through technology; and to celebrate meaningful actions and explore possibilities for a more sustainable future.
The campaign will roll out three Landmark avatars with engaging personalities, named “Kyoko”, “Raf” and “Talita”, to celebrate the dynamic individuality and highly-diverse lifestyles of customers. The avatars articulate Landmark‚Äôs sense of fun with imaginative activities, ‚Äúappearances‚ÄĚ and creative contributions reflecting the theme of ‚ÄúA Year of Play‚ÄĚ.
Raymond Chow, executive director of Hongkong Land, explained that the avatars provide a creative ‚Äúbridge‚ÄĚ between Landmark‚Äôs physical and online presence. ‚ÄúThe creation of dynamic virtual characters provides a new way to engage with our customers and offers an opportunity for Landmark to explore and expand the boundaries of the offline and online retail experience.‚ÄĚ
He added, ‚ÄúWith consumer engagement and purchase intent increasingly influenced by mobile channels, the Landmark avatars provide a playful way to inspire, inform and interact with our customers throughout our ‚ÄėA Year of Play‚Äô campaign.‚ÄĚ
The new brand campaign is set to engage with customers by exploring ‚Äúplay‚ÄĚ and ‚Äúplayfulness‚ÄĚ through three key themes: express, imagine and celebrate.
A new ‚ÄúStyle Concierge‚ÄĚ service on the Landmark App will be launched. The online concierge offers personal retail self-expression and includes the Landmark Selects service, with eclectic special collections, specially curated each month by the mall‚Äôs prestigious retail brands. Customers can use the app to select and reserve their favourite items from the collection to purchase later at Landmark.
Marking Hong Kong‚Äôs Art Month, Landmark will present ‚ÄúNature in Motion‚ÄĚ, a specially-curated joint exhibition that celebrates the imaginative interplay of nature and art. The dual-exhibition includes a special installation, ‚ÄúMeadow‚ÄĚ, created by renowned Dutch artist collective Studio Drift, whilst fashion house Fendi presents ‚ÄúThe Shapes of Water‚ÄĚ, an exhibit featuring fountain installations inspired by ten of the most iconic Fendi symbols created by the acclaimed Italian fashion brand.
Other events and activities includes Haha Panda, the creation of jewellery designer Dennis Chan, founder and creative director of Qeelin, the international fine jewellery brand; Vogue Hong Kong‚Äôs exclusive content partnership with Landmark, where editors will provide the latest trends and fashion information via digital screens located around high pedestrian traffic areas in the Central Business District.
The campaign embraces print and digital channels, engaging customers with a comprehensive online presence including a special ‚ÄúA Year of Play‚ÄĚ section within the Landmark website, hashtag #AYEAROFPLAY and #LANDMARKHK, alongside postings and regular updates on the official Facebook, Sina Weibo account, and Instagram.