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TV commercials in Hong Kong are identical and often easily forgotten

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Vinda has a problem. The China-based tissue manufacture is seeing a generation gap as loyal customers are ageing.But a new campaign launching today which aims to inject family value into the brand is created to reverse this.Jointly created by two independent agencies Bones Communications and The Bread Digital, the campaign, which rides on the preset animated brand characters adopted from Vinda China, encourages online users to tailor-made a short clip on Vinda Facebook page to vie for a chance to get their faces on television.https://vimeo.com/97454576Targeting young families, online users are encouraged to create customised branded videos on Facebook according to the themes which vary each week. The exposure opportunities on television are for those who come up with the most relevance video taglines.Once chosen, the faces from the families’ members will be tagged on the brand’s animating ambassadors at the end of the TVC which will air on television for three spots a day.https://vimeo.com/97456085"The idea is to break the stereotype of TV commercials in Hong Kong," Ray Lam, creative partner of Bones, told Marketing."TV commercials in Hong Kong are identical and often easily forgotten. Using real customers in the TVC help shape a stronger character of the commercial and enhance its impact to audiences."Lam admitted that creative idea in this campaign is relatively weak due to the boundaries from the preset animated brand characters. But the breakthrough goes to the unprecedented attempt to bring real customers onto the TV screens.Since 2012 the brand has embarked on a new branding journey putting the concept of happy family in the limelight. This one marks a sequel to enhance the engagement with families by putting them on television.Dora Li, assistance marketing manager of Vinda said the brand is striking to own a character in order to tell differentiation in this competitive local paper market."Through this social media mini game that themed around how to be a star, the campaign serves the purpose not only to tap young parents, but also families by delivering the brand value of building family bonds.""We need to convince users that they are one of the driving force behind our content, and be part of our brand."When asked if the company concerns over the acceptance of animating TV ads in Hong Kong, Li remains positive, as children are the influencers of adults, she responded.In a move to merge online to offline, the brand will be bringing the featured product in the campaign Ultra Strong to the up-coming Inflatable Game Carnival in August, with a giant toilet roll inflatable slide launching at Asia Expo.Bones is an eight staff independent creative firm established in 2011 by former Grey GCD Ray Lam, former DraftFCB CD Ronnie Yeung, former Euro RSCG ECD Marky Lo and former Euro RSCG CD Sally Chu.CreditsClient: Vinda Hong Kong LtdCreative: Bones Communications and The Bread DigitalCreative agency team (Bones): Ray Lam, Ronnie Yeung, Kiu SzetoDigital agency team (TBD): Kenneth Wan, Zoe Leung, Kay YuMedia agency: i.e. Communications

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