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

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.

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