M19. Best Use of Short Video

Cityplaza x Coca-Cola ‘LIVE HAPPY Cheers!’ campaign masterfully overcame Hong Kong’s slow retail recovery, cautious consumer spending, and a saturated Chinese New Year market dominated by traditional decorations and festivities. By partnering with Coca-Cola®, Cityplaza reimagined CNY traditions through a dynamic retro diner wonderland that fused nostalgic charm with modern, interactive experiences—turning the mall into a multi-sensory playground of gamified activations, personalized fai chun, playful fortune-telling, and shareable fireworks projections.

This innovative, engagement-driven activation resonated across demographics, from Gen Z trendsetters seeking Instagrammable moments to Taikoo Place professionals craving cultural freshness, and loyal LIVE+ members enjoying exclusives. Seamless online-offline integration, strategic partnerships (including SCB and tenants like Uniqlo and APITA), and targeted multi-channel amplification delivered exceptional results: massive PR value, explosive social growth, significant footfall uplift, and double-digit sales surges.

This result-driven execution exemplifies how experiential storytelling, cultural resonance, and smart loyalty mechanics can transform challenges into commercial success.