In light of the heavy shopping spree during the festive period, every electronic retailer in Hong Kong is bombarding consumers with promotions and discounts, and it’s not surprising that consumers will perceive that they all look, feel, and perhaps even offer the same.
So Fortress this year is going the extra mile, to make sure that it stands out from its competition with a new campaign that is based on one simple universal truth: At Christmas, the best moments could just be the little moments we share with our loved ones.
Instead of the usual fancy and celebratory tone we see in festive communications, Fortress challenges the status quo with three 20-second TVCs, taking on a human and down-to-earth approach, and aiming to melt Hongkongers hearts.
Three different scenarios based on family, friends, and a loving couple, show how people giving thoughtful gifts and little surprises can amplify everyday little moments, making them meaningful and memorable, all enabled by Fortress.
The campaign spans TV, print, outdoor, digital, and social media and is set to launch today (4 December).
Wrapping the campaign is the tagline “A little thoughtfulness goes a long way in creating memorable moments in life.”
Annie Wong, marketing Controller at Fortress, described the work as “branding with a human touch”.
“We hope this new campaign can show the warmth in gifting and how Fortress enables friends, families, and loved ones to create meaningful and surprising moments together.”
Julia Hou, creative director at DDB Group Hong Kong, the agency behind the work, said partnering with Fortress,
“We have chosen three different scenarios from everyday life, which can easily resonate with three different segments of consumers, who understand the pleasure of giving in this wonderful holiday season.”
Creative: DDB Group Hong Kong
Executive Creative Director: Clifford Ng
Business Director: Maxmillian Mak
Creative Director: Julia Hou
Senior Copywriter: Pris Luk
Art Director: Jason Yu
Planner: Ronald Lee
Media: PHD Hong Kong