Fortress refreshes brand with Rubberband

Electronic retailer Fortress has unveiled a new branding campaign ‘惜相見 盼未來’ (cherish every moment, look forward to the future), inviting local Cantopop band Rubberband as their brand ambassador to compose a theme song for the campaign.

The campaign aims to encourage consumers to stay optimistic and positive, to enjoy every moment of togetherness with their loved ones under the pandemic, and by cherishing every moment at all times, one can look forward to the future with hope.

Local band Rubberband, which previously released a song similar to the theme of the campaign, is involved in creating the theme song for the idea behind the project, hoping to incorporate music into everyone's heart.

In order to cope with the changing consumption patterns of customers under the epidemic, Fortress has developed offline and online platforms (O+O) to strengthen connections with customers in all aspects before the pandemic, including the launch of a new service ‘Chat & Buy’, allowing customers to inquire about product information through WhatsApp anytime, anywhere; as well as ‘Click & Collect’ online shopping store pickup service.

At the same time, Fortress has also introduced the most advanced retail technology so that customers can shop at "e-shopping stations" in over 70 stores in Hong Kong.

Furthermore, Fortress also fully supports the new generation with actions and actively fulfills the ‘Living better together’ social vision. This year, Fortress will cooperate with the Hong Kong Youth Association Project Dance Studio to hold charity sales and fundraising activities, and will donate 1% of the proceeds of Fortress brand products to support young people.

Clarice au, managing director of Fortress, said: “Gathering is not always available under the pandemic, Fortress has noticed more customers choose to stay home or use social platforms to connect with loved ones and friends, and the demand for technology and home appliances has greatly increased. Fortress understands the market has to change, and wishes to lead customers to adapt to the new norm, by upgrading our own brands to cater for customer needs, and bring more practical and sustainable product choices for customers.”

Alice Lui Wai Lin, deputy executive director of Hong Kong Youth Association, said: "Project Dance Studio is a social enterprise under the Youth Association. Committed to taking responsibility for sustainable development, providing professional dance training for young people, exploring related employment opportunities, and responding to the new era, Fortress shares our goals and hopes to encourage the public to support the future pillars to realise their dreams, connect closely with the next generation, and jointly develop a broader and sustainable future. "

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