Hong Kong’s outlet mall Citygate Outlets has collaborated with Australian art and technology studio ENESS to unveil an interactive art installation featuring exclusive CG elements, as part of its “PAW-TY 4 all” campaign.
Running from 13 September to 13 October, the campaign is done in collaboration with local creative agency Stonewood DesignLab, media agency dentsu, PR agency Boxing Promotions, social media and digital agency Hardchi Creative, and production agency Oasis Brand Communications.
The campaign aims to celebrate the fourth anniversary of Citygate Outlets’ membership programme, CLUB CG, while bringing uplifting and soul-healing vibes to Hong Kong.
A spokesperson from Citygate Outlets told MARKETING-INTERACTIVE that the campaign targets locals, overseas and Chinese Mainland tourists, arts lovers, dog lovers, as well as young families with kids.
“Consumers behaviour is evolving, and this has reflected a broader transformation in consumer habits and preferences. Consumer nowadays is marked by value consciousness, digital savviness and a preference for experiences over material goods. By introducing this immersive art amd technology experience in Citygate Outlets, we hope to bring in a new form of shoppertainment to HK market and continue to offer new insights to the industry,” the spokesperson said.
As part of the exclusive campaign, Citygate Outlets will unveil the Lost Dogs’ Disco installation. Alongside the signature giant inflatable dog sculptures that first debuted in Hong Kong, the ENESS team will introduce a new giant inflatable Dalmatian character and Dachshund-shaped bean bag installations, specially created for Citygate Outlets.
The exhibition will feature 16 dog sculptures in various poses, placed throughout the mall’s indoor and outdoor spaces. These giant inflatable installations, some reaching heights of up to 5.5 metres, are accompanied by custom electronic music that blends everyday dog sounds, such as barks, growls, howls, and playful yelps, aiming to create a unique experience that reflects both the poignant and joyful moments of their lives.
In addition to the interactive installations, Citygate Outlets will launch a pet market at The Piazza every Saturday and Sunday from 13 September to 10 October. The market will feature nearly 30 stalls offering a range of products, including dog apparel, food, creative crafts, daily care items, and handmade goods. NGOs including the Hong Kong Guide Dogs Association and S.K.H. Tung Chung Integrated Services will also participate to promote human-animal harmony.
Moreover, Citygate Outlets will provide promotions such as Asia Miles and rewards for CLUB CG members who spend designated amounts within the mall.
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The campaign has adopted a 360-degree PR and communications strategy that incorporates both above-the-line (ATL) and below-the-line (BTL) communication channels, including print and online platforms, according to the spokesperson. It is promoted through earned media including press releases targeted at lifestyle, art and technology media in Hong Kong during the pre-launch and launch stages, along with selective engagement of KOL during the sustaining stage to amplify publicity.
Paid and owned media, including reels and KOL videos for online virality, as well as targeted digital advertising placements, will also be utilised to drive traffic downtown during both the pre-arrival and arrival stages of the campaign, the spokesperson added.
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