DDB Group Hong Kong has partnered with Fortress to increase awareness of its own brand of home appliances via a campaign launches today.
Fortress has been retailing own branded electrical appliances, including air conditioners, washing machines, refrigerators and small kitchen appliances, since 1985.
Spanning TV, print, in-store POSM, and digital, the campaign is based on the insight that most home appliance users are only temporarily impressed by flash-in-the-pan, state-of-the-art features on more expensive brands, and ultimately only desire reliability.
Drawing on the brand’s 30-year history, the TVC follows a crawling baby growing into adulthood and his own family with the help and support of Fortress’ own brand home appliances. The products’ durability means the family effortlessly sails through every stage in the knowledge that they can rely on Fortress to grow with the family, and take care of their everyday needs.
The tagline states “Fortress own brand gives a promise of quality, accompanying your growth throughout the years.”
Speaking of the core target market, Annie Wong, Fortress marketing controller, said: “Our target market values simplicity. They want durability and longevity in their home appliances that are value for money, so they can relax and focus on what matters most to them in their daily lives, like spending quality time with family.”
Julia Hou, creative director at DDB Group Hong Kong, added: “Ultimately, longevity should be the biggest benchmark of quality. Through this campaign, we set out to highlight the durability of Fortress’ entire range of homeappliances, demonstrated by this family’s commitment to the brand.”
Creative: DDB Group Hong Kong
Business director: Max Mak
Associate account director: Desmond Li
Account manager: Jennifer Kun
Senior account executive: Stephanie Lee
Creative director: Julia Hou
Associate creative director: Wallace Wan
Senior copywriter: Pui Shan Ting
Senior copywriter: Pris Luk
Art director: Chevy Ho
Art director: Andy Chan
Head of broadcast: Annie Tong
Producer: Wai Hung Wong