CLP rolls out twin campaigns for repositioning bid

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