Starring local showbiz celebrity, and asthma sufferer Nicholas Tse, the HK$2 million (US$256,000) campaign is built around the tagline ‘Smooth breathing, hassle-free traveling.’
“We want to use the lifestyle approach, as opposes to conventional advertisements which advocate functional usage,” said GSK Respiratory senior product manager John Kwok.
“There is still a social stigma, as asthma is a chronic disease which cannot be cured completely. Patients worry about the steroid when taking asthma drugs on a long-term basis, but this illness is nevertheless controllable.”
The campaign is running via outdoor executions in the city.
