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.
