To highlight its long-running message – Time is Love – Solvil et Titus has, for the first time, abandoned traditional media to go all digital this year with support from newly appointed media agency UM and long-time creative partner McCann & Spencer.
Targeting digital and social media, the year-long campaign features local singer Leo Ku and Malaysia celebrity Scha as storytellers, as they share their own romance and recruit love stories around the concept of time from China, Hong Kong, Malaysia and Singapore.
Through the hosting campaign website, the brand collected hundreds of true love stories in video formats from the region, including emotional sharing from KOLs that has driven meaningful discussions around time and love.
Sammy Leung (森美)
Alex Fong (方力申)
Stephy Tang (鄧麗欣)
Watch the full series here:
“Solvil et Titus is always about love and classics. This year we evolve and engage our customers while staying classic by recruiting their romantic stories through digital channels,” Adrian Kwok, marketing communications director at City Chain, told Marketing.
To optimise audience targeting, the campaign adopted UM’s programmatic buying platform Cadreon to reach out to Solvil et Titus’ target audience to achieve higher efficiency.
“With more big data coming in from the online world, the giant leap to move ourselves from traditional media to digital and social media is legitimate and sensible for us.”
Client: Solvil et Titus
Creative: McCann & Spencer