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DDB Group Hong Kong Proves Fortress Own Brand Home Appliances Stand the Test of Time

DDB Group Asia Pacific, 2 years, 4 months ago

Through a campaign spanning TV, print, in-store POSM, and digital, the agency sets out to raise awareness and enhance the brand’s perception of quality

DDB Group Hong Kong Proves Fortress Own Brand Home Appliances Stand the Test of Time

DDB Group Hong Kong has partnered with Fortress to increase awareness of its own brand of affordable yet reliable home appliances. Fortress has been retailing own branded electrical appliances, including air conditioners, washing machines, refrigerators and small kitchen appliances, since 1985. 

From 2012 to 2015, Fortress has been named the most professional electrical appliance retailer in Hong Kong (Ipsos 2012-15 Hong Kong Home Appliances Study).

The campaign is based on the insight that most home appliance users are only temporarily impressed by flash-in-the-pan, state-of-the-art features on more expensive brands, and ultimately only desire reliability.

Speaking of the core target market, Annie Wong, Fortress marketing controller, says, “Our target market values simplicity. They want durability and longevity in their home appliances that are value for money, so they can relax and focus on what matters most to them in their daily lives, like spending quality time with family.”

Drawing on the brand’s 30-year history, the TVC follows a crawling baby growing into adulthood and his own family with the help and support of Fortress’ own brand home appliances. The products’ durability means the family effortlessly sails through every stage in the knowledge that they can rely on Fortress to grow with the family, and take care of their everyday needs. The tagline states, ‘Fortress own brand gives a promise of quality, accompanying your growth throughout the years.’

Julia Hou, creative director at DDB Group Hong Kong added, “Ultimately, longevity should be the biggest benchmark of quality. Through this campaign, we set out to highlight the durability of Fortress’ entire range of home appliances, demonstrated by this family’s commitment to the brand.”

The campaign launches on Friday 12 June 2015 on TVB.

Creative Agency

Account Director: Desmond Li

Account Manager: Jennifer Kun

Art Director: Chevy Ho & Andy Chan

Associate Creative Director: Wallace Wan

Business Director : Max Mak

Creative Agency: DDB Group Hong Kong

Creative Director: Julia Hou

Head of Broadcast: Annie Tong

Producer: Wai Hung Wong

Senior Account Director: Stephanie Lee

Senior Copywriter: Pui Shan Ting & Pris Luk

Genre: Storytelling