CLP rolls out twin campaigns for repositioning bid

HONG KONG: China Light & Power (CLP) has launched two major campaigns as part of its drive to reposition it as a friendly, high-technology company. Its corporate advertising campaign - developed by Euro RSCG after it recently won the account in a pitch against agency of record J. Walter Thompson and Saatchi & Saatchi - highlights the creativity and achievements of "common but successful" Hong Kong people, linking their personalities to the brand, said the agency's business director and executive partner Michael Tsang. "Traditionally, CLP ads showed cables and workers that all related to power. We are attempting to go a different route to building the brand." At the same time, CLP has also launched a Saatchis-produced TVC to promote its broadband internet offering, the new Oxygen brand. The spots show that speed is important in today's world but that ease and simplicity are just as crucial. Saatchis regional ECD Craig Davis said: "The market is very competitive. We show that not only has CLP's Oxygen simplified the technology, it has also given it a human face." Davis claimed that Oxygen's plug and play modem offered the quickest and most convenient way to broadband connectivity.

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