MEvents Awards 2024 Singapore
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
Hong Kong boy band MIRROR provides health tips in Mannings' COVID-19 campaign

Hong Kong boy band MIRROR provides health tips in Mannings' COVID-19 campaign

share on

Responding to the COVID-19 pandemic’s effect on Hongkongers, DDB Group Hong Kong and Mannings have launched a new campaign that is hoped to build awareness about personal hygiene and physical self-care, as well as ease widespread anxiety.

“Live Every Day Better” is a social-led campaign that will run until May. It aims to both educate and entertain. It features integrated elements across social media, online, and in-store channels.

For instance, online reminders will pop up for netizens about subjects like keyboard hygiene. Meanwhile, on Instagram, stories will be posted discussing screen hygiene. And in-store, hand washing reminder stickers will be handed out to customers to place in relevant locations at home or in their offices.

hygiene poster cat

Yvonne Tang, marketing director of Mannings Hong Kong & Macau, commented, “We really wanted to create something meaningful for our customers, not only practically, by bringing them relevant tips and products, but also emotionally, as we understand the need to ease the anxiety that is affecting us all. We feel this campaign cleverly meets the practical and emotional needs of the customer in both its content and style of execution.”

However, the major draw for the campaign is the appearance of three members of the Hong Kong boy-band MIRROR in its content. Mannings is branding their appearance as “OPPAs”, after the Korean term “Oppa”, meaning an older brother-type figure. The OPPAs share advice in videos, ranging from hand washing reminders and skincare tips, to how to break up the boredom of isolation with ideas on activities and ways to treat one’s self and maintain physical fitness. In addition to the boy band boys, the Mannings cat also appears in these ads to insert a welcome dose of silliness.

beauty poster ian

Frankie Fung, executive creative director at DDB Group Hong Kong, added, “Creative tone is an extremely important consideration in these sensitive times. This campaign sees “OPPAs” act as compassionate authorities which really helped us provide the right tone without compromising brand personality. Whilst these are indeed serious times, we wanted to give people information in a way that puts a smile on their face.”

While social media has been awash with worldwide posts about the stress of isolation and other social distancing precautions over the last few weeks, Hongkongers have been under a great deal of stress as far back as COVID-19’s initial December 2019 outbreak in Wuhan, China. And though the spread of the coronavirus has remained relatively controlled in the city so far, a recent spike in infections and new government regulations have likely put a further squeeze on an already tense city. Campaigns like this that provide calming, friendly advice are very likely to be appreciated by local consumers.

Credits

Client: Mannings Hong Kong & Macau, The Dairy Farm Company Limited

Director, sales and marketing - Yvonne Tang

Head of branding, sales and marketing - Benny Ko

Digital marketing manager, sales and marketing - Gallie Ng

Senior marketing officer, sales and marketing - Gloria Li

Senior marketing officer, sales and marketing - Mabel Tong

Senior marketing officer, sales and marketing - Yannie Wong

 

Creative agency: DDB Group Hong Kong

CEO - Andreas Krasser

Managing director - Irene Tsui

Executive creative director - Frankie Fung

Growth director - Noc Choi

Creative team - Christine Lai, Cola Chan, Kuchi Ku, Steph Fong, Lim Leung

TV production - Annie Tong, Denise Wong

Account management team - Keefe Ho, Regen Lee, Janice Tung

Head of studio - B Ng

Visualizers & computer artists - Cheng King Kong, John Chan, Nelson Fung, Karl Yeung

 

Production - Okla Production Limited & The Farm Limited

Director - Nathan Sham

Producer - Kasey Cheung

Editor - Karen Lai

Music composer - Joey Chu

Photography - Zoochi studio

Photographer - Nathan Cheung

Producer - Bella Ng

 

Media agency: Omnicom Media Group Hong Kong

Business director - Eppie Tsang

Planning manager - Natalie Yu

Assistant digital manager - Mike Cheung

Media executive - Jennifer Lok

Assistant buying manager - Carmen Yung

Performance manager - Morgan Yuen

Assistant performance manager - Jonathan Kwong

Senior performance executive - Stella Lui


 Related articles

Mannings predicts a hit with its fortune teller app for its Chinese New Year 2020 campaign

Mannings shows off interactive 3D TV for CNY live greetings

DDB China promotes Matthew Cheng to CEO as part of China management strategy

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window