MTR Malls showcases ‘the different side’ of the Southern District

MTR Malls has partnered with Havas Hong Kong to launch a new campaign to showcase its latest shopping mall in the Southern District as a fresh destination for consumers.

The campaign comes upon the launch of The SOUTHSIDE, a new shopping mall in Wong Chuk Hang developed by MTR Malls. The brand’s launch campaign namely “THE SOUTHSIDE. The different side” aims to encapsulate the unique experience that awaits customers at this new shopping destination in the Southern District.

The campaign idea has challenged the traditional perception of the Southern District as lacking novelty, according to the release. The creative strategy showcases the transformation of the Southern District and curates an elevated image for THE SOUTHSIDE, with the brand video highlighting the power of dance movements and artistic expression to portray the mall as a hub of creativity and inspiration.

Featuring two dancers whose improvised performance is set against the vibrant neighbourhood scenery leading to the mall, the video captures the beauty and vitality of the district and the architectural elegance of the mall, aiming to create an inviting atmosphere that beckons visitors to explore and enjoy.

Furthermore, the campaign will be amplified through television and online video platforms, complemented by outdoor advertisements across Hong Kong, including out-of-home (OOH) ads in MTR stations and bus bodies.

Debbie Chan, general manager, investment property, MTR Corporation, said: “This campaign aims to raise awareness of THE SOUTHSIDE’s soft opening and ignite interest by highlighting the diverse range of offerings available within THE SOUTHSIDE and its surrounding neighbourhood. From vibrant nature to exciting retail experiences, THE SOUTHSIDE promises a dynamic lifestyle hub for the community.”

Ricky Lam, managing director, Havas Hong Kong, said: “We are delighted to partner with MTR Malls in launching THE SOUTHSIDE, which represents an important milestone in the transformation of Island South. We have been engaged in the project since its B2B communication to potential tenants, up to the mass launch to the public today. Together with MTR, we have not only created a destination branding but also forged a meaningful connection between THE SOUTHSIDE and the community.”

MARKETING-INTERACTIVE has reached out to Havas Hong Kong for more information.

Inspired by the natural beauty and sweeping coastline of Island South, THE SOUTHSIDE spans around 510,000 square feet. The five-retail floor mall provides a one-stop premium lifestyle experience, according to its website.

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! 

Related articles:

MTR joins hands with foodpanda HK and WWF to promote plastic reduction
MTR partners Mr Doodle to showcase creativity with live doodling performance
MTR and MY's MRT Corp join hands to tap into land development potential in MY