Lavenus blitzes Hong Kong

Lavenus, the hot Japanese haircare brand from Tokyo, recently splashed out on a double-digit, multi-million dollar integrated promotional campaign, created by Dentsu Inc Hong Kong. The totally integrated campaign includes heavy exposure in TV and magazines, MTR 12-sheet, wall and pillar posters, outdoor billboard, bus panels and an outdoor video wall. "We're aiming for a younger, more aware, more plugged in audience," said Mr David Chow, ECD, "so we've taken this campaign full-out and created an interactive website, even a quarterly newsletter." The entire exercise has "... added significantly to our sales figures and really established Lavenus as the new, young and must-have haircare brand," said Mr Shunichi Kato, manager, marketing department, Kao Hong Kong. Everything, from TV to print to website, was produced by Dentsu Hong Kong. The Dentsu team responsible includes David Chow, ECD; Simon Leung, associate creative director; Samson Lau, senior art director; Jacqueline Chong, art director; Rebecca Lee, copywriter; Carl Cheung, associate art director; Jack Lau, Web designer; Elisa Leung, TV producer and Alex Chung, print production manager.

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