MARKETING CAMPAIGN

Crossing the brand divide: from B2B to B2C

Skyscrapers dominate the skyline of Hong Kong, offering pricey square footage and scant connection with the end-user. Landmark South is the first in Sino’s new line of products: commercial spaces designed with consumer wellness as a prerequisite.

Brand Positioning Workshop
Long Copy
Brochure & Presentation
Film

Think beyond the address.

Landmark South is more than a new Grade A commercial tower in Wong Chuk Hang. It represents a design paradigm shift that leverages wellness as a source of productivity. In a city full of monotonous glass-and-steel boxes, we go against industry convention and create a brand on the basis of this new movement.

Insights

Pre-pandemic, workers just accepted their office as chosen by their companies. But the pandemic has dramatically altered expectations. Workplace health consciousness is much higher. People want fresher air and less crowded lifts, more sunshine and less florescent light. It will be increasingly difficult for companies to send people back to the old cubicles.

People want the physical closeness to work collaboratively, but also the space to dwell in their own thoughts.
People prefer less distractions while working, but are also open to creative and inspiring diversions.
People are career-driven, but not necessarily wanting to miss out on life’s riches.

Strategy & Solution

Landmark South epitomises the new work philosophy: where wellness is an integral part of the productivity equation. Landmark South is where you work well by being well. There is private space for thinking, open-air space for breathing and communal space for socialising. Landmark South is the New Work Ethos.

The Walk to Your Office

The moment you walk in through the doors and into the lobby, you are immersed in warm bountiful sunlight and vibrant shades of green. A lush, “living vertical garden ushers you up the escalator that follows the skirting slopes of the great Aberdeen Country hills.

On the shrub-lined second floor, you wait for the elevator. You press “8” for a stopover at the Sky Garden.

The mountain breeze is refreshing. The ocean view, all-encompassing. The delicate perfumes of the seasonal flora – nurture to the soul. You take a deep breath. This very moment, the neurons in your body are enlivened. You feel composed and energised. You are ready to begin your day.

Commercial property marketing is very bottom-line oriented.

This is the first time Sino Group, in their 50 years of property development, dramatically shifts the marketing focus to end-user benefit, just as office workers begin to demand an environment that is calibrated to post-pandemic work life.

An industrial neighbourhood gets a facelift.

Wong Chuk Hang is an old industrial district that sits outside of the main CBDs of Hong Kong. Knowing that location is the number one deciding factor in real estate, we focused on telling the new Wong Chuk Hang story: “WCH” is rapidly gentrifying from its gritty past into an arty bohemia, where old factories are transformed into hip microbreweries and funky galleries.

Meet the Professionals of The New Ethos.

They thrive on collaboration. Their ideal workspace is where they can spontaneously brainstorm with colleagues over a stroll, a coffee, or a chance meetup.

The last thing they need is a wood paneled boardroom or a 9-to-5 schedule. They look for inspiration, respite and energy from where they work. It’s a constant buzz.

We need nature, even at the office.

Landmark South’s architectural design is intended to fully capitalize on the surrounding greenery, with every aspect of the building optimized to invite nature inside.

Escape the office.

Brochure

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