Developed by media agency PHD, the new drive sees the whisky brand take naming rights for Chan’s upcoming concert and also the launch of a new TVC and TV programme that recounts the fluctuating fortunes of the controversial pop star.
PHD worked directly with TVB on the campaign, including TVC creative and programme content — eschewing the traditional creative agency role.
“The global creative agency for this brand is BBH, and its execution is a robot walking into the future, which is quite subtle,” said PHD managing director Ray Wong. “In the competitive wine and spirit market in Hong Kong, we are trying to adapt to the local culture and use Eason’s experiences to create resonance with local audiences.”
The drive is supplemented by print ads in male-orientated magazines along with POS support in bars, karaoke lounges and convenience stores.
“Instead of giving 10 percent commission to a creative agency, which is the market norm, we are taking four per cent and are still able to offer a value-added total communication solution to the client,” Wong said.
The programme will air on 25 August and features scenes from Chan’s turbulent career.
The concert itself takes place on 26 October.
