Award: CAMPAIGN CATEGORIES \ C23. Best PR Stunt

Located in the hustle and bustle of Hong Kong’s Mong Kok district, T.O.P strived to stand out from competing malls, in both footfall and sales, with a PR campaign that confirmed its position as a chic and diverse shopping destination for young consumers. By partnering with the popular local comic “Cheap Century”, it successfully created many Instagrammable selfie spots to raise the mall’s profile. Overall, the event generated over $8 million in media value, with over 200 clippings. This campaign also led to a 30% increase in footfall during the period when retail business facing challenges in the pandemic. On social media, both Facebook page and Instagram reached their targets for more followers.

Throughout the campaign, our unique WhatsApp sticker was downloaded over 200,000 times, becoming one of the top 10 most downloaded Christmas WhatsApp stickers. The campaign’s viral success on social media successfully attracted customers both online and offline.