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.
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.
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.
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
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