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HKTVmall recreates Wan Kwong's old song to promote brand campaign

HKTVmall recreates Wan Kwong's old song to promote brand campaign

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HKTVmall has gone all out with music marketing by recreating an old song from local singer Wan Kwong (尹光), as the second phase of its “Mom-certified!” brand campaign. 

The new song, titled “Deal 你阿爸”, was remade from one of Kwong’s old songs, “少你阿爸", which was out 17 years ago. The new music video features Kwong's bold style and ironic lyrics that troll HKTVmall CEO Ricky Wong such as “Mr. Wong’s sticking plastic flowers, let’s paralyse his server, literally distributing money, he probably hasn’t checked his stock prices” (王生佢痴膠花,一齊隊冧佢SERVER,派錢咁串,有冇睇過自己啲股價), with a redacted headshot of Wong in the background.

At the same time, the song also describes HKTVmall's discounts as "extremely attractive" so it could possibly harm the competition within the market (有心做爛市). Kwong is seen urging the audience to "binge-buy until the company fears" (咁多位街坊,一齊買到佢慌). 

HKTVmall believed that Kwong’s experience in the Cantopop industry, his quirkiness and his willingness to try new things made him ideal for being the main character music video, in an effort to promote its latest brand campaign. 

Kwong has recently become an internet sensation since he sang several younger-generation hits as Wan K., the AI version of himself.

The new song has drawn mixed reactions across social platforms in Hong Kong. According to media intelligence firm CARMA, over 500 mentions were observed over the past week, with approximately 16% expressing a positive sentiment, while around 15% had a negative sentiment. The majority of these discussions took place on LIHKG and HKTVmall's official Facebook page.

Charles Cheung, CARMA's HK GM said netizens widely expressed their admiration for this bold and creative campaign, considering the seemingly low production budget. Many individuals also praised Wong for his ability to embrace humour and not take himself too seriously, a quality that they believed many senior executives lack, he said.

Some netizens expressed curiosity about how the marketing team managed to pitch such an idea to the senior management, as the video included strong language directed towards Wong. On the other hand, there were also a small number of comments from netizens who found the video inappropriate and felt that it devalued the brand.

Meanwhile, social monitoring firm Meltwater found that since the release of the music video, HKTVmall’s brand sentiment has seen 81.3% neutral and 18.8% positive sentiments across social platforms. The most searched keywords regarding the music video include "Ricky Wong", "stock prices", "joke" and "marketing strategy".

Wong also shared the music video on his Facebook page with the caption "Which marketing staff did this? Come and confront me." with multiple laughter emojis.

MARKETING-INTERACTIVE has reached out to HKTVmall for more information.

Don't miss: HKTVmall showcases diversity of 50 mothers in latest publicity stunt

This comes after HKTVmall unveiled a citywide campaign featuring 50 real-user mothers in November, aiming to bring its vision of a trusted, mother-endorsed shopping experience to a diverse consumer base.

The “Mom-certified!” campaign kicked off with an all-encompassing promotional push across all MTR stations in Hong Kong. Starting from November, HKTVmall has dominated 58 MTR stations, with over 3,120 MTR advertising lightboxes and 23 wrapped trains. 

Related articles:

Calling all HK mums: Why HKTVmall's campaign is marketing genius
HKTVmall rolls out live commerce channel to support online and physical retailers

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