Chow Sang Sang has launched a theme song performed by Hong Kong's singer Jason Chan to promote its bridal segment.
Named Celebrate Love (認真如初), the song, co-created by Chow Sang Sang, marketing solutions company Sunny Idea, Sony Music, Chan and music creators, is the backbone of the campaign, detailing the lifelong and unwavering commitment that couples make to each other when they fall in love.
"We decided early on that creating a video was not our path. Instead, we want to produce something meaningful that our audience can relate to, and hopefully build personal connections that last beyond the length of a song," said Cecilia Yim, group director of marketing of Chow Sang Sang.
After launching the song on the radio and all digital streaming platforms, a branded music video featuring real-life couples brought the imagery to life. The song reached number one at KKBOX local billboard within two days, and the music video recorded over one million views across social media platforms.
“While many brands are still focusing on creating viral videos on Facebook, we believe our campaign is a breakthrough which aims to create authentic connections with consumers. It also demonstrated a true partnership between brand, creative agency, and the entertainment industry," concluded Adrian Li, head of account management of Sunny Idea.