Local home furnishing store Pricerite has launched a new brand campaign to extend its ad theme, “small space, big universe” (å°å°ç©ºé å€§å€§å®å®), andÂ highlight the bright side of small living in Hong Kong.
With small living place a norm in Hong Kong, the strategy attempt is to create consumer empathy by focusing on how small can still be beautiful. “Childhood” (å°æå), which is a popular local lullaby, was modified and used as a theme song throughout the advert.
Pricerite also invited actress Karena Lam as the new spokesperson, as her refreshing image “matches the positive and inspiring brand image of Pricerite”,Â the brand said in a release.
The TV commercial kicks off with Lam singing on the rooftop with the Hong Kong skyline as background. Then she explores how individuals, regardless of limited living space, live on the bright side and achieve their dreams in different life stages.
âHong Kong is a small place and there are many restrictions and challenges, but Hong Kong people are brave enough to take on challenges and look for the bright side. Priceriteâs philosophy is the same as Hong Kong people. We launch different innovative products to tackle the changes in the Hong Kong living environment, cater to our customers’ needs and enhance their quality of life no matter how limited the space,â said Derek Ng, the CEO of CASH Retail Management Group Limited.
A series of print ads were launched simultaneously to extend the story in TV commercial.
The 45-sec new TV commercial of Pricerite on-aired on 15 January, 2018, followed by outdoor, print and digital advertising.
Client: Pricerite Home Limited
Creative agency: Uth Creative Group Limited
Creative team: Ada Lo, Winnie Chan, Kenson Chan, Cola Chan
Account management team: Desmond So, Winnie Yuen, Cathy Law
Director: Wing Chow
Photographer: CK Chan & Patrick Yick