The 'Beyond Light and Power' TVC push by Saatchi & Saatchi is an extension of the 'Hong Kong - we've got the power' campaign, which included last year's Euro RSCG spots to show actual cases of CLP employees serving local customers. Albert Poon, director, marketing and customer service at CLP Power, said: "For over 100 years, CLP has been supplying the power that supports Hong Kong's economic development and today the functional benefits of our electricity are mostly taken for granted by members of the public.
"But CLP does much more than just provide electricity. We also provide warmth, reassurance, peace of mind and many more emotions through our supply." The latest spot features scenes of people working late at night and aims to evoke an emotional bond as well as a sense of community.
Amy Chua, group account director, Saatchi & Saatchi Hong Kong, said: "The brand characteristics of CLP being real, understanding, humble and honest remain the same. This time, however, we have expanded to present the entire corporate platform."
The campaign includes television, outdoor and print executions, most of which are posted on CLP's website at www.clpgroup.com. CLP has more than two million customers in its supply areas. The company's long-term campaign extends to community and environmental initiatives.
CLP's head of marketing, Angel Ng, added that CLP had been building its brand through community-wide initiatives such as Powerwise, which tells people how to conserve electricity. She added that the company would review its partnership with Saatchis next year.