DDB Group Hong Kong Launches Thematic Campaign for PARKnSHOP
DDB Group Hong Kong has launched a new thematic campaign for Hong Kong’s super market chain, PARKnSHOP, under its newly launched brand platform of ‘Eat Fresh, Buy Smart’. Featuring classic local cartoon characters McDull & Madam Mak, the campaign aims to connect with modern Hong Kong mums by recognising that being a mother is not an easy job.
Jessica To, marketing director of PARKnSHOP, said: “As an innovative, progressive and unique brand, PARKnSHOP understands its customers’ needs well. Being a mum is one of the world’s toughest jobs. Our new campaign aims to show how PARKnSHOP offers value and freshness to give Hong Kong mothers the confidence to take care of their families.”
The integrated campaign spans TV, online viral video, print, POSM, in-store radio, and social media content.
In a market-first partnership, the new campaign surrounds the brand in new excitement and surprise by featuring Hong Kong’s popular locally-created cartoon characters McDull and Madam Mak.
Francis Chung, group creative director at DDB Group Hong Kong said: “Through the use of McDull and Madam Mak, who represent the heart of the Hong Kong culture on the domestic front, we pay tribute to mums in a cheerful and light-hearted way. The use of 3D animation is an industry-first led by PARKnSHOP. We have also used a jingle sung by a children’s choir, taking an approach that is more appealing to Hong Kong kids and better connects with families.”
A 30-second TVC features McDull putting on a wig and a dress and pretending to do the toughest job in the world – being a mum. The spot follows McDull as he shows how his mum works all day and yet still knows everything from where to buy the freshest food, to finding the best value and earning the most reward points, echoing the brand platform of ‘Eat Fresh, Buy Smart’.
PARKnSHOP, alongside Watsons and Fortress, is the first of a series of new business wins for DDB Group Hong Kong in 2015 after a competitive four-way pitch.
DDB Group Hong Kong was appointed as the retainer agency for all three of A.S. Watson Group's flagship brands to handle their full scope of business from brand thematic, own label to promotions, above-the-line, integrated, in-store activation and media events.
Irene Tsui, general manager of DDB Group Hong Kong said: “We are delighted to have extended our retainer partnership with A.S. Watson Group. We’ve enjoyed a long partnership with PARKnSHOP over the last 22 years and we look forward to delivering more influential and creative solutions for all three businesses in the future."
Category: Retail and restaurants , Supermarkets