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Pricerite picks new AOR for major brand push

After five years of silence, local furniture chain Pricerite (實惠) has shaken up its 28-year-old brand with a new TV commercial launching this week in a bid to grab a bigger bite of the home furnishing solutions market for small-to-medium-sized apartments in Hong Kong.

Uth Creative Group has been appointed by Pricerite as its agency of record for the new branding initiative.

With the theme “Small Space Big Universe”, its first project for the client features the classic song “Xiao Shi Hou” with new lyrics presented by two artists Ivana Wong (王菀之) and Kandy Wong (糖妹).

The furniture chain had its last major branding campaign in 2010. Meanwhile, the company has undergone a major brand repositioning in response to the rapidly changing housing market in Hong Kong where the turnover of first- and second-hand housing, in the form of small and medium sized units with limited space, is high.

“We are committed to providing one-stop home solutions for local families with products designed for small and medium units,” Pricerite CEO Derek Ng told Marketing. “In that regard, we have set up an in-house design team, which is comprised of local people to create smart apartment furniture that make the most out of small spaces.”

In the 45-second TV spot, brand endorsers Ivana and Kandy were dressed up in over 10 different looks to represent different consumers with different needs and demonstrate how Pricerite offers creative and flexible solutions to create an ideal home for Hong Kong people.

“We are all under a lot of pressure living in Hong Kong where space is limited and making a good living is not that easy,” Charles Wong, creative partner at Uth Creative Group, said.

“Our home means so much to all of us, as it is the place where we spend time with our loved ones. Pricerite understands how important a home is to the people of Hong Kong and is here to help by offering different home furnishing solutions.”

The campaign also runs in print and social media.

Credits:
Client: Pricerite Stores Limited
Creative agency: Uth Creative Group Limited
Creative team: Charles Wong, Alvin Sin, Arthur Lam, Kiren Kwong
Account management team: Desmond So, Winnie Yuen, Jim Leung
Director: The Film Factory Ltd
Media agency: OMD

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