At press-time, Cheung Kong Holdings was due to begin screening its shot-in-Prague campaign for One Beacon Hill, with unit prices starting from HK$5 million (US$641,000).
"We want to build the brand, create a classy and ultimate image and of course, to entice sales," said Daniel Chan, associate brand director at Leo Burnett, which created the campaign. The TVC takes a less-is-more approach. "The mood of this historical city was an ideal fit for what we wanted to achieve. We were able to capture the true sentiment of the property with the idea that if your address is One Beacon Hill, people will automatically know you're a success," said Chan. "There is no need for glitz and glam. The address says it all."
Three scenarios are featured, highlighting the public's respect for a royal person, an award winner and a military hero. It ends with the tagline 'An unspoken flair' in Chinese.
"We are aiming for entrepreneurs and businessmen. They are high achievers looking for genuine quality but not for the sake of showing off."
The Cheung Kong effort follows the launch of the Residence Bel-Air TVC and print campaign. Created by Grey Global Group, the latter promotion depicts the development as the "choice of the rich and famous" and the "perfect setting". Agnes Chan, assistant promotion manager at developer Cyberport, said: "We chose the name Bel-Air because it comes from the famous district in Beverly Hills." The TVC stars American model Miyuki Fox and Malaysian Bryan Sai. "We chose the south of France because the brand image we want to create is that the typography of the Residence Bel-Air is similar to the south of France in terms of landscape, atmosphere and style. It exudes romance and prestige," said Chan.
Michel Legrand's award-winning score 'What are you doing the rest of your life?' from the 1969 movie The Ending and sung by Latin diva Laura Fygi provides the musical background.
