Named "Care More", the campaign includes a thematic TVC featuring three children mimicking the Three Wise Men who bypass the usual gold, frankincense and myrrh in favour of more unique, caring gifts at Mannings.
Other than the TVC, a specially designed series of Christmas cards, worth of HK$25 each, will be available at selected Mannings stores. Each card carries a witty headline expressing a warm holiday sentiment and is linked to a specific gift, redeemable by the recipient of the card at Mannings on Boxing Day.
“The spirit of the holidays is often lost in the hype of new collections and Christmas sales. The tendency now is to spend more, think less. Our campaign speaks to the insight that Christmas is about caring and making deeper connections with people," said Yvonne Tang, director of sales and marketing of Mannings Hong Kong & Macau.
Noc Choi, growth director of DDB Group Hong Kong, said: "This is not just another festive campaign. We focused on a cultural insight that not only sparked our creativity but enabled Mannings to give its product range an ownable, strategically sustainable new positioning: ‘Caring Products’."
The campaign also includes post-production insertion into TVB programmes, which is the first retailer in Hong Kong to tap into the full potential of this feature, according to Mannings. The TVC and supporting executions was launched on 6 December, while OOH, myTV Super in-video exposure and the activation will take place on 10 December.
"We wanted to deploy a mix of insight, creativity and creative use of media to deliver a timely message, one that is particularly relevant these days, when thought and care are often replaced by expensive baubles and the latest gadgets," Almon Lam, executive creative director of DDB Group Hong Kong, concluded.
Mannings Hong Kong & Macau
Yvonne Tang, Director, Sales and Marketing
Benny Ko, Head of Branding, Sales and Marketing
Keith Ho, Managing Director and Chief Creative Officer
Irene Tsui, Managing Director
Almon Lam, Executive Creative Director
Noc Choi, Growth Director
Creative Team: Paul Yu, Tommy Chung, Cola Chan, Quinn Chan, Kuchi Ku, Chris Cheuk