CReATION: Commercial Press moves online to shed "traditional" image

<p>The Commercial Press, one of the oldest publishers in Hong Kong and </p><p>China, is changing with the times. </p><p><BR><BR> </p><p>The company recently set up an online bookshop, CP1897.com, to attract </p><p>younger customers. </p><p><BR><BR> </p><p>A TVC, featuring the slogan "I have found it", was aired two months </p><p>ago. </p><p><BR><BR> </p><p>According to Mr Ronnie Wong, the creator of the TVC, the Commercial </p><p>Press has long been regarded as a "traditional" bookshop. </p><p><BR><BR> </p><p>This image, however, has failed to draw the young. In response, the </p><p>publisher decided to give the business a new positioning and repackaging </p><p>as a trendy, modern bookstore. </p><p><BR><BR> </p><p>The TVC featured young people. As Mr Wong explained, this was fitting </p><p>because he believed it was mostly that age group, which surfed the 'Net </p><p>frequently. </p><p><BR><BR> </p><p>It also complemented Commercial Press' innovative and fresh image. </p><p><BR><BR> </p><p>Mr Wong said the idea behind the TVC was that you could find whatever </p><p>you wanted at the online bookshop. </p><p><BR><BR> </p><p>That's why you could hear the voice over repeat, "I have found 5,000 </p><p>years", "I have found my image", "I have found the language of (film </p><p>director) Wong Ka Wai", "I have found the passion", "I have found the </p><p>economic trends" and "I have found the taste". </p><p><BR><BR> </p><p>The TVC was shot in Beijing, Hangzhou and Hong Kong. Mr Wong explained </p><p>this was to match the voice-over with the scenery. </p><p><BR><BR> </p><p>For example, the background of the TVC illustrated Beijing when the </p><p>voice over read, "I have found 5,000 years". And when the voice-over </p><p>mentioned "I have found the language of Wong Ka Wai", the background </p><p>switched to the famous Chungking Mansions in Tsim Sha Tsui, Hong Kong. </p><p><BR><BR> </p>