Creating the Next Miracle

Creating the Next Miracle is a campaign that we at SPRG developed for assisting Regina Miracle International (Holdings) Limited (“RM”) in its primary listing and fund raising exercise in Hong Kong. RM is a leading global intimate wear company that innovates, designs and manufactures a wide range of intimate wear and functional sports products for leading global brands, including Victoria’s Secret and Under Armour, leveraging its innovative design manufacturer (“IDM”) business model. It is the industry’s number one bra manufacturer and is particularly adept at developing technological innovations that have cross-industry and cross-product-line applications

Planning & Execution

In seeking to list in Hong Kong, RM faced a number of challenges, including the stock market crash in China that began in mid-June 2015, which severely affected the local IPO market. Further, the Hong Kong investment community had limited understanding of RM’s business nature. We therefore developed unique messages to both educate and promote RM as a trendsetting IDM – differentiating it from many of its ODM peers – and employed various PR channels to promulgate such messages. Among the ideas we sought to relay include RM’s passion to innovate across multiple industries and product lines. This inventiveness has enabled it to integrate resources from the industry, both upstream and downstream. RM’s achievements would resonate with the general public, media and investment community; garnering goodwill that would benefit the company’s IPO.

During the flotation period, we suggested introducing distinctive elements to highlight the innovativeness of RM. Such elements included organizing two fashion shows during the IPO Investor Presentation and Media Conference respectively, to allow the investment community to personally witness the high quality and innovative products that RM has introduced to the market. We also suggested RM develop signature souvenirs to distribute following the two events, including bras and sports products, so that attendees would be reminded of RM’s diversified product portfolio. In respect of a corporate video developed to introduce the company, computer graphics were significantly used, particularly to highlight the advanced technologies employed and the innovativeness that goes into the creation of RM products.

Effectiveness / Results

RM was successfully listed on SEHK on 8 October 2015 and proved to be among the best performing IPOs in 2015. Its share price rose 16.1% from HK$5.6 to HK$6.5 on its debut, and reached HK$13.26 on 10 December 2015, up 136.8% from its offer price.

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The Campaign Asia-Pacific Team