How FORTRESS elevates consumers' O+O shopping experience with new campaign

Amidst the havoc wreaked by COVID-19 and the subsequent revival of businesses in 2022, meeting up with friends become more and more difficult for Hong Kong people. 

To further strengthen the connections among HongKongers, FORTRESS takes the chance to launch a branded campaign to spread a message of cherishing reunion and emphasising our support in gathering these moments, including launching FORTRESS’ own brand air-conditioners that keep a perfect temperature year-round. 

In light of this, we felt that music, with the power to echo with feelings, would be the ideal medium to convey the campaign’s central idea – “Cherish Reunions and Look Forward to Our Future”.

Among various potential candidates, RubberBand, a renowned Cantopop band in Hong Kong, stood out. The band’s latest hits, which include "See You in The Future"(未來見) and “Ciao”, highlight the positive messages of looking forward to reunion in the future, which deeply resonated with the local audience and aligned with the campaign's message.

Meanwhile, as one of the most reliable and affordable local electrical appliances retailers, FORTRESS has been accompanying HongKongers in different phases, and is committed to bringing customers the seamless offline-plus-online (O+O) shopping experience with new technology solution. 

As a result, FORTRESS launched this campaign by inviting RubberBand to create a new song "這刻我們" with positive messages about living at the moment, cherishing every single time to gather with friends, and staying positive to the future. FORTRESS aimed to shift the creative focus towards promoting positivity and encouraging individuals to cherish every precious moment with their loved ones.

The creative campaign was brought to life through a music video featuring RubberBand and the members’ schoolmates, recalling their happy moments together during their teenage years, and emphasising the importance of cherishing reunions after growing up, even though they may have different life plans in the future. 

FORTRESS's product, the air-conditioner, was seamlessly integrated in the video, symbolising the brand's constant support in cherishing precious moments. The theme song, "這刻我們," served as a gentle reminder for the audience to embrace the present moment with their loved ones.

The music video was released on YouTube, followed by shorter versions broadcasted on radio, TV, and DOOH platforms for wider reach. Additionally, we implemented a retargeting strategy with four behind-the-scenes videos to engage the YouTube audience. Nevertheless, the song was played in about 70 FORTRESS offline stores, leading a seamless O+O impact for this campaign. 

FORTRESS's brand campaign resonated with the audience, creating a meaningful impact and fostering a sense of togetherness. As we continue to navigate through the ever-changing landscape, FORTRESS remains dedicated to enhancing gathering experiences and creating lasting memories.

This article is sponsored by FORTRESS.