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image of romance and nostalgia is outdated.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.
