Cannes Lions

ELEMENTS MALL

McCANN WORLDGROUP, Hong Kong / MTR - ELEMENTS / 2009

Overview

Entries

Credits

Overview

Execution

Product creation: We have all heard Beethoven’s Fifth Symphony. But has anyone of us seen it? How about having the masterpiece hanging round your neck? Or ever wondered what it tastes like? We transformed the Fifth Symphony into a series of exclusive products, from a silver pendant to chocolates, T-shirts, and even furniture and home décor items for redemption.

Teasing the press: Instead of creating our own headlines, we chose to tell our stories to the press, because we believe that their voices are often more influential among fashion lovers than advertising.

The mall event: A month-long event where we showcase all the products and their creative processes, together with a Mega Sound Lab where we invite shoppers to experience transforming sound live into different art forms.

A dedicated mini-site and online ads: To promote the event with interactive gaming for users to see their voices, live.

Mobile: Downloadable personalized sound waves to mobile phones as wallpaper.

Outcome

The exclusiveness of our limited products were raved and loved by shoppers, fashionistas, art lovers and other influencers alike.Product redemption rate was over 90%, the best ever product redemption rate for Elements. Even after six months after the event, we still had people asking us where to get one of the Beethoven chocolates!36 number of free media titles, with an estimated value of over US $500,000.

And the estimated sales worth generated by this campaign was over US $28,000,000.

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