STRATEGY
When Jurong Point engaged our help to launch their new Mongkok Street within the mall, we thought, why don’t we just point shoppers the way
And that’s exactly what we did. The anchor idea was an everyday symbol of a road directional sign. The most direct way to tell the world, that Mongkok has been transported within Jurong Point.
Included in the campaign were direct mail drops (left) of a mini directional sign that opens up into an accordion of discount tear-outs, real-life directional signposts within the mall, as well as guerrilla activities during peak hours that recreated the real hustle and bustle of Hong Kong’s famous street, with special appearances by resident characters that populate the street.
