MUSE Platinum

Hong Kong

2021

K11 “Sleepless Shopping Festival”

Entrant Company

K11 Group

Category

Integrated Marketing

Client's Name

Sub-Category

COVID-19-Related (NEW)

K11 Group, the unique concept brand founded by renowned entrepreneur Adrian Cheng, strives to enrich consumers’ daily lives through the power of creativity, culture and innovation. Under the unprecedented challenges brought by Covid-19, where both the retail market and consumer behavior across the globe have been massively transformed, creativity, culture and innovation are more important than ever in cutting through the market. As cities in China dealt with the COVID-19 lockdown, Chinese consumers longed for immersive events and experience. K11 captured this opportunity to drive both online purchases and offline foot traffic through the nationwide K11 “Sleepless Shopping Festival” in early August across Guangzhou, Shanghai, Shenyang and Wuhan. Leveraging China’s much anticipated “8.8 Shopping Festival”, the campaign took K11’s online to-offline (O2O) digitalisation and omni-channel strategies to the next level by seamlessly integrating large-scale offline physical events and live streaming content to maximise consumer engagement and exposure for tenants. An integral part of the campaign was “K11 GO”, a WeChat mini program and one-stop digital platform for K11 members to shop and enjoy K11’s cultural content that featured an unprecedented 14-hour live broadcast and a series of creative activities across the four provinces from concerts, markets, art, crafts, and cultural forums to car shows. The “K11 Sleepless Shopping Festival” campaign was an unprecedented success, underscoring K11’s effort in swiftly capturing the opportunity to push for retail digitalisation in the country under the pandemic, successfully revitalising consumer sentiment and supporting consumption revival across Greater China.

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