The First-ever Snoopy Movie in Limelight at apm

The First-ever Snoopy Movie in Limelight at apm

Entry Details Entry Category Best Engagement Mass Community Name of Campaign The First-ever Snoopy Movie in Limelight at apm Name of Organisation Sun Hung Kai Real Estate Agency Ltd. Name of Brand apm

https://youtu.be/drs_uqrvujo Entry Video

Challenge Event start date and end date: 15 Nov 2015 to 3 Jan 2016 Target Audience and size: Our target demographic is fashion-forward consumers between the ages of 19 and 39, and tourists visiting Hong Kong. Key Objectives: To strengthen apm s image as a mall for the young and trendy, apm needed a festive campaign that would be the talk of the town and become a must-visit destination. The event aimed to leverage the popularity of Snoopy & The Peanuts gangs, the big-screen debut of timeless comic strip, to further expand the customer base by attracting locals and tourists and achieve a 10% sales YOY growth and 10% mall traffic YOY growth during an economic slowdown. Budget (HKD): 12 millions Key Challenge: Nowadays, traditional media gradually declines in popularity. The rapid development and penetration of the internet and technology has engendered a number of new media platforms for communication in our daily lives. In December 2015, we seized the golden opportunity to host the global movie launch of the Snoopy: The Peanuts Movie in Hong Kong. Thus, apm was challenged to transform from traditional PR communication into a series of interactive programmes enriched with dynamic contents and digital elements, so as to attract shoppers and satisfy their rising demand through delivering joyous and interactive shopping and entertainment experiences.

Strategy Talk of the Town The Peanuts Mania An array of PR events were devised to maximise the impact of the 50-day campaign by drawing public awareness and media coverage: 1 st week: Celebrity Press Event for Program Preview 2 nd week: Kick-Off Ceremony with Renowned Korean Celebrity Attendance 3 rd week: Mr. Charlie Brown s Flash Mob Live Music Performance 4 th week: Charity Gala Premiere showcasing Designer s Fashion Collection and Accessories modeled by Celebrities. PR Gimmick: The World s Only Pop-up Store of Peanuts Movie Merchandise Limited edition merchandise has exceptional appeal to fans who seek out collectibles of their favourite brands and icons. apm hosts the world s only pop-up store selling the Snoopy movie-themed products which, along with other limited edition merchandise from Japan, Korea and Taiwan, encouraged visits from Peanuts fans alike. PR Gimmick: Rocking the Cartoon Art Experience The classic cartoon character rocks in a series of Peanuts movie-inspired fashion items and accessories, designed by internationally acclaimed artists for the exhibition and charity auction. Anne-Mari Pahkala, renowned stage costume designer for the Finnish band Tuvalu, presented an exclusive womenswear collection. Three bling art designers from Japan, Yuka Kaede, Asyuka and Chise Yamada, revamped Snoopy in sparkling phone cases. All this culminated in an exciting cartoon art experience for consumers in Hong Kong.

Strategy Creating Buzz with Mr. Wally s Flash Mob Live Music Bringing a personal touch to the campaign through collaboration with an opinion maker, we invited popular Japanese street singer Mr. Wally from Tokyo to give a series of flash mob live music performances at apm. A talented and dedicated artist, Mr. Wally has garnered a sizeable following in Hong Kong, where his street performances attract large audiences of old and new fans. For our campaign, Mr. Wally specially dressed up as Charlie Brown to play pop ballad music in different areas such as the concourse or public space inside the mall. The flash mob live music wooed large crowds of Mr. Wally fans as well as visitors to apm. Video uploaded to social media platforms extended further online reach. Fun-filled Charity for Community Engagement Snoopy: The Peanuts Movie had its Hong Kong premiere screening at apm. By making a qualifying donation to Hong Kong Blood Cancer Foundation, fans were invited to join the charity gala premiere and an exclusive party catered with Snoopy-themed refreshments. It enhanced apm s corporate social responsibility and its caring image by organizing event fostering the spirit of love. Digital Embrace of the Peanuts Magic Digital communication was key to extending the campaign s reach. With young and trendy shoppers being one of apm s target demographics, social media platforms including Facebook, Sina Weibo, Instagram and WeChat were used extensively. While the in-mall interactive social wall brought a unique photographic experience to visitors, the photo contest organised via social media successfully generated online involvement.

Execution Immersion in the Peanuts Wonderland As the characters from Charles Schulz's timeless comic strip made their big screen debut, we transposed Snoopy & The Peanuts gangs to a spectacular attraction at apm. During our 50-day campaign, fans flocked to apm to snap away with the 30-foot Snoopy Blimp. Other onsite attractions included Snoopy Doghouse, Xmas Digital Forest, Snoopy & Friends Cinema, Snoopy 65th Anniversary exhibition and Pop-up Store, immersing visitors in Peanuts wonders. The Selfie Joyride Inspired by Snoopy s fantasy adventures, the interactive social wall made a selfie joyride for in-mall visitors. Selfies taken in front of a special camera setting were uploaded to the social wall for a simulated tour through iconic landmarks in Paris.The photos could also be shared on various social networking platforms like Facebook, Weibo, Instagram and Wechat. The Fantastic and the Real We also incorporated Snoopy elements into a series of events including Charity Gala Premiere, Snoopy & Charlie Brown Meet & Greet, Flash Mob Live Music Performance of Mr. Charlie Brown, brightening up the days with Peanuts fantasy.

Execution Vibrant Fun and Business from Tenant Participation Limited edition PEANUTS Crossover series launched by tenants including b+ab, Stayreal and LOG-ON brought a trendy touch to the campaign and unique memories to fans, while the movie sales at Palace apm made the event even more vibrant. Buzz across the Community from Media Support Promotional videos were broadcasted via TVB s My TV apps to generate the viral effect. The photography contest co-organised with Sina Weibo created community-wide engagement through postings of photos to social media, making the campaign the talk of the town. Caring for the Needy A series of limited edition apm x Snoopy: The Peanuts Movie premiums such as calendars and gala premiere package were developed, while artistdesigned dresses and phone cases were available for sale at the online charity auction after the end of the exhibition. All proceeds went directly to Hong Kong Blood Cancer Foundation.

Results Remarkable Business Result apm posted phenomenal increases in both customer traffic and retail sales during the campaign period compared to the same period in 2014 during economic slowdown. Over 17 million visitors were successfully attracted to apm, and over 340,000 people daily, a 13% YOY increase in foot traffic. Total retail sales also soared to a record high of HK$450 million, a 10% YOY increase. Sales ROI: 37.5 times (Cost of investment: HK$12 million) + 13% Foot Traffic + 10% Sales Turnover Outstanding Marketing Result It also generated extensive coverage in traditional media, earning over HK$2.7 million in media exposure and over 30 million readership (excluding TV, Online & Mentioning) through more than 110 pre-and postevent print media pieces. 30 million readership

Results Online Metrics The response from our consumers through social media platforms was positive. We successfully drew Facebook fans to 156,099, a 3% increase; Weibo fans to 3,785,642, a 1% increase; Instagram followers to 9,858, a 10% increase. This made apm ranking no.1 among major Hong Kong malls on Weibo. facebook fans 156,099 (+3%) generated 306,909 views Weibo fans 3,785,642 (+1%) generated 160,000 views IG followers 9,858 (+10%) Win-Win Situation for our partners HK$112,124 donation to Hong Kong Blood Cancer Foundation HK$360,000 gross sales generated at Snoopy Pop Up Store Snoopy: The Peanuts Movie opened on 60 screens in the territory with the HK Box Office achieving total ticket sales of US$2.15 million, which exceeded Singapore, Taiwan and Seoul. PALACEapm also successfully achieved a 13% YOY growth in movie ticket sales.