Hong Kong watch retailer Oriental Watch Company has launched a campaign aimed at helping the people of Hong Kong rethink the meaning of time and celebrate its 60th anniversary. The campaign “Take Your Time” is the company's first campaign in a decade as Oriental Watch Company hopes to rejuvenate the brand.
Consisting of two 30-second videos, the campaign kicked off in late September and will be rolled out in several phases across online and offline touchpoints. The videos were launched on Oriental Watch Company's social platforms as well as the giant screen on the exterior of department store SOGO's at Causeway.
Sharing more on the campaign, Anthony Tsang, senior marketing manager (Greater China Region) of Oriental Watch Company, said, "We understand everyone has its own interpretation of time, especially at different ages. Leveraging the ‘Take Your Time’ platform, we would like to reach a wider age group of people, allowing them to explore and reconsider what time means to them with two different stories. Apart from the ads and social activities, there are also stores renovation undergoing to uplift our brand image and step up our expertise.”
Tsang added, "Many people see us as a watch retailer with history. Riding on our 60th anniversary this year, Oriental Watch Company would like to project a new brand image connecting with Hong Kong people."
Joe Ng, creative partner of frengers communications added, “What we are trying to do is to strike a balance in the heritage. Oriental Watch Company has always been an inspirational companion for customers to walk along their life journey. That’s why instead of narrating what the brand did in the past 60 years, we want to inspire Hong Kong people at different ages to rethink the meaning of time and the way they live with the moment.”
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