BGX wins Solvil Titus image revamp

HONG KONG: Solvil Titus, which relied heavily on celebrities to

foster a romance-laden image a decade ago, has picked BGX and Hotdog

Workshop to relaunch the watch brand.

The company has been prodded to refresh its image after focus group

insights showed that its nostalgia and romance positioning is out of

sync with the 18 to 35-year target segment.

The regional account will involve thematic and tactical campaigns to be

launched in quick succession at mid-year.

The brand has been absent from television in the past two years,

although it previously was a heavy television user.

Solvil has not decided on a return to television for the planned

campaign, which at this stage will involve print, outdoor and in-store

promotions.

Creative will be adapted to run in Solvil's key markets of Hong Kong,

Singapore and Taiwan, according to BGX managing/creative director Simon

Siu. "We are treating this as a rebranding exercise after our focus

groups told us that romance today is very different from 10 years ago,"

he said.

Based on the insights culled, the new communications platform

recommended to Solvil centres on "following our own time".

BGX, the integrated branding design consultancy of Bates Advertising,

and the new Hotdog Workshop, set up by two ex-Bates creatives Ron Cheung

and Derek Chung, teamed up to pitch for the account against Ogilvy &

Mather.

"Most of their customers have grown older and Solvil finds that its

image of romance and nostalgia is outdated. The younger age group has a

more practical view of romance. " said Cheung.

Past Solvil campaigns featured Chow Yun Fatt, Canto-pop singer Anita Mui

and Manchester United striker Ryan Giggs.