Tiffany & Co. and Hong Kong’s Landmark mall have extended their digital marketing partnership by unveiling an exclusive digital art collaboration on social media.
Created by Chinese 3D artist and motion designer Shane Fu, the surreal artwork aims to breathe new life into Tiffany & Co’s signature “Bird on a rock”, which was first introduced in 1965 by designer Jean Schlumberger, symbolising joy, freedom, and endless possibilities.
The project was co-created by Landmark and Tiffany & Co.’s Hong Kong teams, with support from the jewellery brand’s global headquarter. The communications and PR aspects of the initiative are also handled in-house by both teams.
This exclusive partnership in Hong Kong aims to exemplify the innovative and boundary-pushing nature of the two companies, creating captivating experiences for their audiences.
In a conversation with MARKETING-INTERACTIVE, a spokesperson said while digital art combines creativity, visual appeal, and compelling storytelling, its versatility across various digital platforms allows it to reach wider audiences and facilitates the potential for viral sharing, amplifying its brand’s presence online.
“By embracing digital surreal art, we not only showcased innovation but also established a distinct brand identity that captured the attention of potential customers,” said the spokesperson.
The artwork showcases a colossal Tiffany & Co. blue box opening at the Landmark atrium, which reveals the “Bird on a rock” perched upon a regal purple gemstone. The bird flies over the atrium, traverses the space and glides towards the Tiffany & Co. store. It eventually lands at the storefront, casting a radiant glow upon the gemstone beneath it.
When it comes to marketing strategies, the spokesperson said this digital art initiative has leveraged cross-brand synergies, fostering collaborations that amplify both brands’ presence and resonate with a wider audience. “To captivate and engage our target market, we have incorporated the power of digital art, blending surreal elements with compelling storytelling to create a captivating brand narrative.”
Furthermore, Landmark has leveraged its social media platforms, aiming to connect with its audience on a more personal level and generate buzz around this collaboration.
This initiative also comes in line with Hong Kong’s Arts Month, taking advantage of the heightened attention and participation during this period. “Our marketing endeavours have been cost-effective, as we have successfully executed almost everything in-house, optimising our resources while maintaining a high level of creativity and quality. These strategies collectively contribute to our brand’s visibility, relevancy and resonance.”
In terms of the medium of promotion, the spokesperson said the surreal artwork is launched on Landmark’s social media channels such as Facebook and Instagram. Its Facebook post has generated over 730k views, 11k reactions and 93 comments since its launch on 29 March 2024, a check by MARKETING-INTERACTIVE saw. Meanwhile, its Instagram post has also generated over 33.4k likes and 203 comments. This video has also been played on LANDMARK’s in-mall screens from 10 April 2024.
Don’t miss: Hongkong Land unveils ‘LANDMARK Xmasverse’ to enrich digitised customer experience
Back in December 2022, Hongkong Land launched the “LANDMARK Xmasverse” as part of its Christmas campaign to deliver impact to customers, assets and the enterprise through innovative technology. It featured numerous digital accompaniments in addition to the magical extravaganza, including interactive digital games.
Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of “Content that captivates”. Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world!
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