Centaline unveils biggest brand push in years

Centaline Property Agency (中原地產) is putting a fresh face on the 38-year-old brand with an animated mascot via its biggest brand-marketing effort in five years.

Named TOLdi, an abbreviation for "Told Digitally", the cartoon mascot is meant to be a symbol to represent the company's advancing digital offering which spans website, mobile and social media, in a bid to hook youth with a sense of cuteness.

Created by long-term creative partner Metta Communications, the TV spot highlights the company's "massive property database" and "vast scope of online property information" via the animation and a theme song inspired by a renowned nursery rhymes "Tinkle Tinkle Little Star".

2015 TVC "Big爆樓盤資料褲":

"The campaign is meant to let people know that even though we're a sophisticated company in Hong Kong with a long history, we've never stopped keeping up with the digital trend," Phila Chan, senior associate director of marketing at Centaline Property Agency, told Marketing.

She cited the Centaline website that carries more than 20 years of transaction records, a mapping feature called CentaMap, which not only shows geographical position but direction of a property.

"Property ad could be tedious; we wish to send our messages in a funnier and easy-to-remember way to make an impact with audiences," she added.

The ad will run with outdoor and print executions until the end of this year.

Centaline's last brand-marketing push was in 2010, which adopted a more emotional approach.

2010 TVC "為緣份鋪路":

Client: Centaline Property Agency
Creative: Metta Communications
Media: Carat