Prudential takes to HK skyline

Hong Kong - Prudential and its ad agency Ogilvy & Mather are claiming to have launched Hong Hong's largest LED screen ever, which currently sits on the rooftop of the Star House on the Kowloon peninsular.

Measuring eight meters high and 70 meters in length, Ogilvy & Mather, which launched the billboard for Prudential Corporation Asia, is claiming it as the largest and most innovative rooftop LED screen ever seen in Hong Kong.

Royce Yuen, chairman of Ogilvy Hong Kong, said the billboard aims to go beyond the "traditional above-the-line channels".

Mina Hsu, Regional director of brand communications & marketing for Prudential Corporation Asia, said the LED screen was "more than just a billboard".

"It signifies Prudential's leadership stance in Hong Kong and throughout the region. It is already capturing the attention of people in Hong Kong and we believe it will become the latest must-see icon of the city's skyline. We appreciate the creative ideas O&M has developed to turn our vision into a reality," Hsu said.