LINK Repositions its Brand in Partnership with DDB Group Hong Kong
10 years after its birth, LINK Real Estate Investment Trust (“LINK”) has taken the initiative to reconsider its approach to branding. After a competitive four-way pitch, DDB Group Hong Kong has been appointed as the branding agency for LINK.
“Our facilities primarily serve the daily needs of nearby residents. As an extension of the living space of local residents, they form a part of community life. Our facilities provide the ‘glue’ that connects people. However, there are misconceptions in Hong Kong,” said George Hongchoy, executive director and chief executive officer at LINK.
“After assessment of different agencies, we have selected DDB Group Hong Kong as our branding agency to re-align our role in the community due to its passion and experience in brand building, and the background of the team who grew up with LINK and understand our challenges as we do,” he added.
In partnership with DDB Group Hong Kong, LINK sets out to re-connect the brand with the people of Hong Kong by communicating the benefits it offers surrounding communities, representing over 40 per cent of Hong Kong’s population. The brand campaign, titled ‘We Link People to a Brighter Future’, includes two TVCs, a number of print executions and key outdoor spots.
An enthusiastic little girl is at the heart of the first TVC titled ‘Shopping mall’. A rigid schedule sees this mother-daughter pair get ready for a busy day and rush around from one appointment to the next. At the end of a tiresome day, the shopping mall offers a welcomed distraction and a heart-warming bonding experience by way of a spacious environment and enhanced facilities.
‘Fresh market’ follows a young married couple getting by on take out meals. During a particularly busy week for his wife, the husband learns how to cook with the help from his local fresh market vendors. He surprises his wife with flowers and a home cooked meal, kick starting a new bonding experience for the pair.
“The campaign embodies LINK’s commitment to provide the families and tenants they serve with an environment in which they can relax and bond with each other,” said Clifford Ng, executive creative director at DDB Group Hong Kong.
“Our TVCs are just two examples of the ways in which LINK’s asset enhancement initiatives are bringing positive change to the surrounding communities and connecting people around it,” he added.
“The brand repositioning exercise is just the beginning. As the branding agency for LINK, DDB Group Hong Kong will work closely with LINK for their on-going development; with the goal to better engage local communities,” said Irene Tsui, general manager at DDB Group Hong Kong.
Account Manager: Fiona Mok
Art Director: Ariya Hagihara
Business Director : Valiant Yip
Copywriter: Chelsea Chung
Creative Agency: DDB Group Hong Kong
Creative Director: Jay Lee, Nateepat Jaturonrasmi, Leung Chung & Vincent Tse
Executive Creative Director: Clifford Ng
General Manager: Irene Tsui
Group Account Director: Debby Lai
Head of Broadcast: Annie Tong
Planner: Timothy Wong
Senior Art Director: Yvonne Yip
Senior Planner: Adrian Tso
Category: Retail and restaurants , Retail stores