Shopping precinct Rundle Place asks South Australians ‘How you like me now?’ in new campaign via The Kingdom, Kojo and Resin
Adelaide retail precinct Rundle Place has launched a new campaign introducing the newly developed shopping centre via The Kingdom, Kojo and Resin.
From the overall inclusive positioning of the centre as “Your Place” to capitalise on parochial South Australian attitudes, to iconic print campaign images and the licensing of The Heavy’s “How You Like Me Now?” to amplify and synergise the brand across broadcast mediums, Rundle Place launched in spectacular fashion.
The $385m retail development comprises a mix of Coles, Harris Scarfe and over seventy national and international brands, and a new concept in food court dining called 77.
The opening event was marked by the first of its kind Block Party which literally 
shut down Rundle Mall.
Says Josh Welbourn, Kingdom principal: “It’s an amazing development, and a really exciting project for us to work on.”
The success of the launch is already confirmed by the following statistics: 66,000 people walked through the door on opening day, Facebook fans 
reached 2700 in under a week with a total reach of 281,000 citizens and 600 new visitors to the website in the first two days.
Says Welbourn: “South Australia has a great field of talent and this was an opportunity to showcase what can be produced in this state – collaborating with both Kojo and Resin enabled the 
agency to produce work we can really be proud of.”
6 Comments
Nice work KOJO. You guys are smashing it.
The White Stripes called and they want their video back…. from 4 years ago….
Production values are good (always are from Kojo).
Animation is clean (nice one Resin)
But not even that can cover for poor creative from guys at the Kingdom.
Concept is lazy, lazy, lazy. (White Stripes)
Soundtrack is probably the most overused song of the last 12 months (see every crap action film).
Shame. Could have been awesome.
Next time, rip from here: http://www.ventilate.ca/ instead of YouTube
They’re gonna rip it off
Taking their time right behind my back
Spade a Spade – bit jealous maybe? If you can’t say something nice, don’t bother saying anything at all!
If you want to quote a reference it should be Michel Gondry and not White Stripes…bit like saying Brad Pitt;s latest movie when he neither director, producer or writer.
I think it’s a strong piece executed well ..the style/technique predates even Michel to be fair.