Luxury shopping destination Landmark has launched a new brand campaign celebrating “A Year of Play”.
Envisaging this year as one to play through self-expression, technology and sustainability, the retail marketing campaign is “personified” with three avatars, Kyoko, Raf and Talita – chosen to reflect and celebrate the individuality and diversity of customers. The Landmark avatars will articulate the campaign’s sense of fun via imaginative activities, “appearances” and creative contributions.
“Our avatars provide a creative ‘bridge’ between Landmark’s physical and online presence,” said Hongkong Land’s executive director Raymond Chow. “The creation of dynamic virtual characters provides a new way to engage with our customers and offers an opportunity for Landmark to explore and expand the boundaries of the offline and online retail experience.
“With consumer engagement and purchase intent increasingly influenced by mobile channels, the Landmark avatars provide a playful way to inspire, inform and interact with our customers throughout our ‘A Year of Play’ campaign.”
The campaign has also seen the launch of a new “Style Concierge” service on the Landmark app, which customers can use to select and reserve their favourite items to purchase later at the store. The service also allows user to search for their own “must have” items, which can be reserved for browsing upon their next shopping visit. A points reward is being offered to new customers downloading the Landmark Hong Kong mobile app for the first time.
A number of promotions to mark the campaign will be held throughout the year, including an art collaboration with Dutch artist collective Studio Drift and fashion house Fendi. Other experiences and activities will include partnerships with jewellery designer Dennis Chan, founder of the international fine jewellery brand Qeelin.
Vogue Hong Kong will also have an exclusive content partnership with Landmark, where editors will provide the latest trends and fashion information via digital screens located around high pedestrian traffic areas in the CBD.