Brand Head - Best Celebration Event

Company: Brand Head, Beijing, China
Company Division/Group: Brand Head (Beijing) Consulting Limited Liability Company
Company Description: With an average of more than 10 years of relevant experience in the international team, more than 50% of the creative staff ensure that all projects are creative and forward-looking and international It has 8 offices in different professional fields to assist operation and support, forming a three-dimensional business network
Nomination Category: Event Categories
Nomination Sub Category: Art, Entertainment & Public - Celebration Event

Nomination Title: Parc Central’s 5-Year Anniversary Celebration Event - Let’s Heapy

The date on which this nominated production was first presented: 26 March 2021

Parc Central’s 5-year anniversary celebration,Let’s Heapy, was launched on 26 March 2021.

As a relatively new landmark shopping destination at a prime location in Guangzhou, one of China’s busiest cities, Parc Central made this milestone into a celebration for the brand’s development, and a great opportunity to reinforce its positioning, enhance its brand image, refresh its offering, and prepare the brand for future evolvement.

This campaign started with finding a connection between Parc Central’s contemporary style & forward-looking attitude and cultural heritage deeply rooted in the city’s lifestyle and Cantonese language.

Its concept originated from the word ‘hea’, an old Cantonese saying for a carefree lifestyle. This was reinterpreted by Parc Central as an acronym of ‘Happy, Easy, and Anytime’, and elaborated to ‘Heapy’ (combining ‘hea’ and ‘happy’), finally reaching the new brand tagline –Let’s Heapy.

As the first marketing initiative under its new tagline, Parc Central’s 5-year anniversary campaign comprised of a spectrum of activities centred around artistic interpretations of a happy, easy, and spontaneous life – echoing the ‘happy, easy, anytime’ attitude that formed the acronym ‘hea’ – with great outcomes by all measurable metrics:

-Heapy Songwas created by a celebrated Guangzhou rapper, to reinforce the brand’s youthful and energetic tone in a refreshing way – the song quickly went viraland became a trending topic online.
-A specially curated exhibition, ‘Welcome to Parc Central 2021 – Heapyland!’, was launched to accentuate its new brand image and its advocacy in bringing art into everyday life. The exhibition featured a masterpiece specially created for Guangzhou by Kenny Wong, creator of the hugely popular figure Molly, together with a diverse range of artistic creations including graffiti works, illustrations, brand activations, and interactive installations.
-A 5-dayHeapy Martlaunched during May holiday featuring 40 stands for contemporary fashion, original designs, and up-and-coming artists, nearly doubled footfall on May Day by providing a fun and interactive market shopping experience to the young and inspired.
-Brand influence on social media was elevated through paid advertising was implemented on WeChat, Weibo, and Dianping, generating a total exposure of 3.72million; the paid promotion was effectively converted into growth in owned media – on weekends, daily new follower acquisition saw a 32% increase on WeChat and a staggering 255% on Weibo. Furthermore, Parc Central collaborated with more than 140 influencers in lifestyle, fashion, and urban living, to amplify its PR efforts on Douyin, RED, and Dianping. Such solid efforts led to over half a million engagements.
-Shopping incentives were introduced to boost customer engagements and recruit new members: within 10 days, the Interactive Pachinko and Photo Booth attracted 5,000 and 8,000 customers respectively.
-Brand awareness was effectively increased, thanks to coverage by 250+ print, television, and digital media outlets, generating a total impression of 30million.
-Traffic was up by 110% YoY.
-O2O conversion: further enhanced by the launch ofLet’s HeapyH5 mini programme with exploration and hand-drawing features, generating 85k impression, up by 163% YoY, and driving 13k more customers to visit Parc Central during campaign period.
-CRM: sales from membersup by 241% YoY, numbers of new members up by146% YoY.