M&C Saatchi-i nets Shanghai Xintiandi's new Style Mall digital account

Style Mall, Xintiandi's newest extension, is scheduled to open this September with over 90 international brands targeting the young and trend-conscious population.

Chang said the pitch attracted eight 4A agencies each offering total marketing solutions. M&C Saatchi-i's initial task is to launch a website for the mall to attract consumers.

"Unlike the corporate websites of other property companies, we are going to make the website itself a fashion and trend platform for the brands in the Style Mall, and turn it into an online shopping mall. In addition to that, we are also creating some iPhone apps to help market the new mall," said Chang.

"We want to add a totally young and energetic brand image and shopping experience to lure the 20-something generation, not only in Shanghai but also from neighbouring cities," added Chang.

The result of the ATL pitch will be announced shortly.

Xintiandi, which belongs to Hong Kong's listed property company Shui On Group, is a trendy and well-known social hotspot for locals, expats and tourists.