Psy fronts Soul Electronics first local push

US headphone maker Soul Electronics is working with K-pop star Psy to launch its first regional brand campaign on TV and OOH executions.

Created by Psy himself, the campaign introduce its brand positioning “active lifestyle” to the Hong Kong and China market by leveraging the vivacious style of the K-pop star.

The campaign marks the first push since the company branched out to Hong Kong and China in 2010.

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“We plan to expand our exposure from branding to product placements in the Hong Kong and Mainland China market,” said Gary So, vice president of Soul Electronics.

“We used the commercial to capture the image of a regular, working class male, transforming into a dancing PSY after listening to the newest Soul headphones because the Power of Soul can create movement by providing enjoyable music listening thru active lifestyle,” he added.

Both the TV commercial and the outdoor activations at Times Square and Harbour City will run until the end of January next year.

Media buying duties is managed by The Garage Limited, a media agency started in 2010. Clients of the agency include some leading brands including Sun Hung Kai Property and L'Oréal.