FCB Worldwide has launched a brand-building campaign for Park
N'Shop's first PRC superstore in Guangzhou just weeks after winning a
four-way pitch against Hong Kong 4As agencies including the incumbent
DDB.
The assignment represents a major new business coup for FCB, as the Hong
Kong supermarket chain has aggressive expansion plans for the mainland
market.
The icing on the cake for the agency is the fact that the assignment
centres on a superstore with more than 67,000 square feet of retail
space, making it the biggest Park N'Shop outlet anywhere, including in
Hong Kong.
For DDB, however, the loss is seen as a major blow, because it has been
Park N'Shop's agency in Hong Kong since 1991.
FCB has been tasked with creating a campaign to motivate high in-store
customer traffic and establishing the brand as providing the ultimate
shopping experience in China.
Television commercials and outdoor ads project an image of Park N'Shop
being "the store for every day shopping" and as a retailer that offers
the widest selection of the freshest foods with the best prices in
town.
The campaign opened with teaser TVC titled "Missing Women".
"This TVC asks where all the women have disappeared to. Of course, they
are all in the Park N'Shop superstore, which is huge and modern - there
are even big TV screens at the checkout counter - and with the widest
selection of products at the best prices," FCB Hong Kong managing
director Margaret Kennedy said.
The agency's recommendations at the pitch, which focused on both
strategic and creative solutions, also included proprietary Mind & Mood
research that profiled the behaviour of Guangzhou consumers.
The buying and marketing director for Park N'Shop, Mr Jan Hes said, "FCB
understood the importance of developing a powerful idea for the opening
of our first mainland superstore. This idea is adaptable and can
accommodate the regional market differences when launching new
superstores in the rest of the PRC."
He also expressed optimism that FCB's Mind & Mood research capabilities
would help the campaign move forward with time.
"Based on this deep understanding of consumer behaviour, our marketing
communciation will resonate with mainland consumers to create new,
exciting growth opportunities for our brand."
TOP TEN TV RECALL
HONG KONG
1) McDONALD'S: client: McDonald's; agency: DDB.
2) COCA-COLA: client: Coca-Cola; agency: D'Arcy.
3) SUNDAY (Female Ghost): client: Sunday Mobile Phone Network; agency:
BBDO.
3) VITASOY (General Ad): client: Vitasoy; agency: Saatchi & Saatchi.
5) CTI: client: CTI; agency: Grey.
6) SUNDAY (Mosquito): client: Sunday Mobile Phone Network; agency:
BBDO.
7) iCAN (Aaron Kwok - HSBC credit card): client: HSBC; agency:
Bates.
8) PARK N' SHOP: client: Park N' Shop; agency: DDB.
9) MANULIFE MPF (Wong Chi Wah): client: Manulife; agency: Rapp Collins
Worldwide.
9) HSBC/Hang Seng Bank MPF: client: HSBC; agency: Bates.
Data on TV ads scoring the highest recall among consumers polled was
collected by MARKET BEHAVIOUR (Hong Kong) LTD, on behalf of MEDIA.
(November 13-24, 2000).
