2IFC – Central 18
Finding the sweet spot.
- 2IFC - MTR Hong Kong
- Name & Logo
- Finding the sweet spot.
We branded floors 33 – 52 “Central 18” and marketed these 18 floors as the “sweet spot” of this new Hong Kong building.
Our marketing effort was so successful, we had 90% of Central 18 leased within the first year, way ahead of the occupancy rate for the rest of the building.
To develop a strategy and positioning for the 18 floors of 2 IFC that were owned by the MTRC – which is Hong Kong’s Mass Transit Railway Corporation.
Our answer to this challenge was to name these floors Central 18 at Two International Finance Centre and position them as The Sweetspot of Hong Kong.
The client was very pleased with this direction for several reasons; Central signified the center of Hong Kong. The number 18 was very important, not only did it indicate the number of floors available, but in Chinese culture, 18 also signifies prosperity and fortune.
The campaign spoke to the target market effectively.
Sports enthusiasts easily recognize the Sweetspot as the ideal connecting spot. Here you see a series of outdoor ads that appeared consecutively. This series immediately captured interest and created intrigue.