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>
by
|
11/10/2000
The Commercial Press, one of the oldest publishers in Hong Kong and
China, is changing with the times.
The company recently set up an online bookshop, CP1897.com, to attract
younger customers.
A TVC, featuring the slogan "I have found it", was aired two months
ago.
According to Mr Ronnie Wong, the creator of the TVC, the Commercial
Press has long been regarded as a "traditional" bookshop.
This image, however, has failed to draw the young. In response, the
publisher decided to give the business a new positioning and repackaging
as a trendy, modern bookstore.
The TVC featured young people. As Mr Wong explained, this was fitting
because he believed it was mostly that age group, which surfed the 'Net
frequently.
It also complemented Commercial Press' innovative and fresh image.
Mr Wong said the idea behind the TVC was that you could find whatever
you wanted at the online bookshop.
That's why you could hear the voice over repeat, "I have found 5,000
years", "I have found my image", "I have found the language of (film
director) Wong Ka Wai", "I have found the passion", "I have found the
economic trends" and "I have found the taste".
The TVC was shot in Beijing, Hangzhou and Hong Kong. Mr Wong explained
this was to match the voice-over with the scenery.
For example, the background of the TVC illustrated Beijing when the
voice over read, "I have found 5,000 years". And when the voice-over
mentioned "I have found the language of Wong Ka Wai", the background
switched to the famous Chungking Mansions in Tsim Sha Tsui, Hong Kong.
