Ten years after its birth, LINK Real Estate Investment Trust has taken the initiative to reconsider its approach to branding with two new TV commercials in partnership with DDB Group Hong Kong.
The brand campaign, titled "We Link People to a Brighter Future", includes two TVCs, a number of print executions and key outdoor spots.
DDB Group Hong Kong has been appointed as the branding agency for LINK after a four-way pitch.
An enthusiastic little girl is at the heart of the first TVC titled "Shopping mall". A rigid schedule sees this mother-daughter pair get ready for a busy day and rush around from one appointment to the next. At the end of a tiresome day, the shopping mall offers a welcomed distraction and a heart-warming bonding experience by way of a spacious environment and enhanced facilities.
"Fresh market" follows a young married couple getting by on take out meals. During a particularly busy week for his wife, the husband learns how to cook with the help from his local fresh market vendors. He surprises his wife with flowers and a home cooked meal, kick starting a new bonding experience for the pair.
The ad push comes shortly after the renewal of its corporate branding strategy including a new name, brand logo and domain name.
“Our facilities primarily serve the daily needs of nearby residents. As an extension of the living space of local residents, they form a part of community life. Our facilities provide the ‘glue’ that connects people. However, there are misconceptions in Hong Kong,” said George Hongchoy, executive director and chief executive officer at LINK.
“The campaign embodies LINK’s commitment to provide the families and tenants they serve with an environment in which they can relax and bond with each other,” said Clifford Ng, executive creative director at DDB Group Hong Kong.
“Our TVCs are just two examples of the ways in which LINK’s asset enhancement initiatives are bringing positive change to the surrounding communities and connecting people around it,” he added.
Irene Tsui, general manager at DDB Group Hong Kong, added that the brand repositioning exercise is just the beginning.
"As the branding agency for LINK, DDB Group Hong Kong will work closely with LINK for their on-going development; with the goal to better engage local communities."
Agency: DDB Group Hong Kong
General manager: Irene Tsui
Executive creative director: Clifford Ng
Creative directors: Jay Lee, Nateepat Jaturonrasmi, Leung Chung, Vincent Tse
Senior art director: Yvonne Yip
Associate art director: Ariya Hagihara
Copywriter: Chelsea Chung
Business director: Valiant Yip
Group account director: Debby Lai
Account manager: Fiona Mok
Head of broadcast: Annie Tong
Senior planner: Adrian Tso
Planner: Timothy Wong