Agency: Lucidity (Singapore)
Client: Picomall (Hanoi, Vietnam)
Creative Direction: Michael Sng
Art Direction: Goi Chin Yee
Copywriting: Norman Kerr
Picomall was a new regional mall in the outskirts of downtown Hanoi that was to be launched. Development in Hanoi was going at breakneck speed, with many malls and office buildings coming up in the following year. Perhaps too fast for the average Hanoi resident to keep up. We were tasked to help define a positioning for themselves in the midst of all the development.
As retail management is very new to Vietnam, the mall owners do not build malls with differentiation in mind. I identified the key differentiators for the mall as its location away from the hustle and bustle of downtown Hanoi. Recommending that the mall should be positioned as a place to relax, shop and dine at the shoppers' own pace.
We used the action of hushing a person as the symbol of the quieter environment of the mall. It could be taken as offensive by some, so we designed the messaging to be intimate. The launch teaser ads would be the sharing of a secret. The secret of a brand new mall.