DDB has produced an integrated campaign that aims to make Epson
Hong Kong stand above the advertising clutter in the print and
electronic media.
It has achieved this by creating a 45-second TVC, with three possible
endings that can be found on the Internet.
At the end of the television commercial, the audience is encouraged to
go to epson.com.hk and vote for one of the endings. The most popular
ending will be aired this month.
The concept behind the campaign, which features local celebrities Louis
Koo and Rain Li, was to be different by persuading people to interact
with the advertising.
"If it's different, people will participate. We decided on the TVC/Web
approach because this is a unique way of standing out in this cluttered
environment. Interactivity creates a new level of awareness and
interest.
TVCs, on the other hand, just deliver a message to a passive audience,"
said Epson Hong Kong marketing manager Helen Wong.
The interactive approach allowed Epson to create a database of potential
and existing customers because to vote for a particular ending, people
must register as a member, which also automatically makes them eligible
to enter a lucky draw.
The campaign has achieved some of the early objectives, Ms Wong
said.
In the 12 days to August 21, there were 1.3 million pageviews and 71,000
unique visitors. In addition, more than 7,000 people registered to
vote.
The TVC/Web strategy is part of a totally-integrated campaign. Newspaper
and magazine ads, coupled with MTR posters and billboards at major
computer centres around Hong Kong, present consumers with details on the
latest scanners, printers and digital cameras on offer.
