Bronze Award ; apm - a retail breakthrough for HK ; Sun Hung Kai Estate Agency SUN HUNG KAI was looking for a way to target consumers in the key 19 to 39 age group. The result was apm, a shopping mall in Kwun Tong, which differentiates itself from the others. 'A breakthrough late night shopping concept, it was named apm, which is a blend of am and pm to signify late night shopping, dining and entertainment for Hong Kong's growing band of night owls,' said Maureen Fung, general manager (leasing) at Sun Hung Kai Real Estate Agency. 'Retailers stay open until midnight, specialty restaurants until 2am and entertainment venues until dawn. 'Sleep less, play more' was the slogan we created to reinforce our concept. 'An omni-lifestyle retail magazine concept was created to ensure a constantly changing array of pleasant surprises driven by slick operations, hip design, strategic tenant mix and judicious international brand selection,' she said. According to an article published recently in the South China Morning Post, many people in Hong Kong are growing tired of lookalike shopping districts that deprive them of retail choice. Ms Fung said apm broke the mould of ordinary shopping malls with its omni-lifestyle magazine concept. 'The mall's design, tenant mix and promotions are co-ordinated like the editorial layout of an elegant lifestyle magazine, reflecting market trends,' she said. 'For example, apm has an open shop front concept to provide a spacious environment to customers. Two main event spaces with an area of more than 10,000 sqft provide endless entertainment to shoppers. Every shop design is unique to differentiate apm from other shopping malls in Hong Kong.' The marketing objective was to establish apm as Asia's leading and trendiest mall. 'To achieve such a goal, it is important that continuous new concepts are introduced and new attractions are added to keep the mall fresh,' Ms Fung said. 'Apm has impacted sharply on Asia's mall industry, and its urban retailing breakthrough has reaffirmed Sun Hung Kai Properties' leadership role in the sector.' Sun Hung Kai wanted to redefine the retail concept and establish a new format by introducing late night shopping. It also wanted the mall to become a place where young people could hang out. To achieve this, it decided to provide continuous fun and excitement. 'Continuous innovative marketing with a mix of international and local elements have reinforced apm's brand image, boosted shopper patronage, tenants' sales turnover and mall rental income,' Ms Fung said. Extensive pre-launch activities featured international brands and the mall's trademark Japanese redhead. After the launch, intensive crossover projects with top brands and celebrities were held to reinforce apm's unique image. 'Superstars like Andy Lau and Eric Cantona gained frenzied attention. There were also creative and arts-related exhibitions, novel late-night promotions and redemptions strengthened the 'play more, sleep less' theme,' Ms Fung said. 'These creative promotional programmes were further supported by a massive advertising campaign. 'Strategic locations, like Causeway Bay, Tsim Sha Tsui, Cross-Harbour Tunnel and Eastern Harbour Tunnel were selected for posting mega outdoor billboards.' The results were impressive. By July last year, customer flow had reached a record high of 330,000, with sales turnover reaching HK$2.3 billion. Favourable coverage in the local and international media was estimated at HK$71 million. Many international brands choose to make their Hong Kong debut at apm, with 30 per cent of the shops new to the city and 60 per cent new to the district. The waiting list to rent space exceeds 100. Sun Hung Kai must have done something right. The mall was voted favourite shopping arcade in Hong Kong in a recent poll of mainland consumers. It was also selected as an icon to symbolise Kwun Tong in a series of stamps of 18 local districts issued by Hong Kong Post. 'This is the first time apm has taken part in this competition and we are very glad for the great recognition,' Ms Fung said. 'The establishment of apm involved much concerted effort and contribution from various departments, including leasing, retail design, promotion and management. By taking part in a competition such as this, we hope to give recognition to their effort. Also, it is a golden opportunity to share with others a new approach to retail marketing.' Sun Hung Kai Properties was publicly listed in 1972 and is now one of the largest property companies in Hong Kong. It specialises in premium-quality residential and commercial projects for sale and investment.