CReATION: Epson goes interactive with a new integrated campaign by DDB HK

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