Property developerÂ Nan Fung Group has picked Grey Hong Kong to help launch its new project â€śVisionaryâ€ť, located at Tung Chung on Lantau Island.
Under the tagline â€śLive With Visionâ€ť, 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.
â€śThe first phase is an effort to change peopleâ€™s perception on Tung Chung area, aiming to create a positive preference on the district,â€ť said Desmond Chan, managing partner of Grey Hong Kong.
â€śMarketing through unbranded content from a neutral perspective is more effective to grab eyeballs and to drive attention,â€ťÂ he added.
The campaign also includes print, out door and below-the-line activations.