BGX wins Solvil Titus image revamp

<p>HONG KONG: Solvil Titus, which relied heavily on celebrities to </p><p>foster a romance-laden image a decade ago, has picked BGX and Hotdog </p><p>Workshop to relaunch the watch brand. </p><p><BR><BR> </p><p>The company has been prodded to refresh its image after focus group </p><p>insights showed that its nostalgia and romance positioning is out of </p><p>sync with the 18 to 35-year target segment. </p><p><BR><BR> </p><p>The regional account will involve thematic and tactical campaigns to be </p><p>launched in quick succession at mid-year. </p><p><BR><BR> </p><p>The brand has been absent from television in the past two years, </p><p>although it previously was a heavy television user. </p><p><BR><BR> </p><p>Solvil has not decided on a return to television for the planned </p><p>campaign, which at this stage will involve print, outdoor and in-store </p><p>promotions. </p><p><BR><BR> </p><p>Creative will be adapted to run in Solvil's key markets of Hong Kong, </p><p>Singapore and Taiwan, according to BGX managing/creative director Simon </p><p>Siu. "We are treating this as a rebranding exercise after our focus </p><p>groups told us that romance today is very different from 10 years ago," </p><p>he said. </p><p><BR><BR> </p><p>Based on the insights culled, the new communications platform </p><p>recommended to Solvil centres on "following our own time". </p><p><BR><BR> </p><p>BGX, the integrated branding design consultancy of Bates Advertising, </p><p>and the new Hotdog Workshop, set up by two ex-Bates creatives Ron Cheung </p><p>and Derek Chung, teamed up to pitch for the account against Ogilvy & </p><p>Mather. </p><p><BR><BR> </p><p>"Most of their customers have grown older and Solvil finds that its </p><p>image of romance and nostalgia is outdated. The younger age group has a </p><p>more practical view of romance. " said Cheung. </p><p><BR><BR> </p><p>Past Solvil campaigns featured Chow Yun Fatt, Canto-pop singer Anita Mui </p><p>and Manchester United striker Ryan Giggs. </p><p><BR><BR> </p>