Property developer Nan Fung Group has picked Grey Hong Kong to help launch its new project “Visionary”, located at Tung Chung on Lantau Island.
Under the tagline “Live With Vision”, the campaign comprises of two independent sequential phases that aims to promote the real estate by highlighting a healthy lifestyle. The initial phase, which is unbranded, takes an overall approach to depict Tung Chung district in a mischievous way; while the second phase moves towards a more product-orientated approach.
“The first phase is an effort to change people’s perception on Tung Chung area, aiming to create a positive preference on the district,” said Desmond Chan, managing partner of Grey Hong Kong.
“Marketing through unbranded content from a neutral perspective is more effective to grab eyeballs and to drive attention,” he added.
The campaign also includes print, out door and below-the-line activations.
[video width="720" height="404" mp4="http://images.marketing-interactive.com.s3.amazonaws.com/wp-content/uploads/2013/12/NF-Phase-1-60s.mp4"][/video]
[gallery link="file" columns="4" ids="29915,29917,29918,29945"]