Quick service restaurant Maxim's MX has moved to reinforce its 'trendy and dynamic' positioning in the latest instalment of its summer promotional push.
The TV-led campaign is fronted by emerging pop star Kelvin Kwan, and signals the QSR brand's first major push since it began rebranding as MX in late 2005. According to Maxim's MX chiefs, utilising celebrity talent is a key platform in its bid to appeal to a younger generation: diners aged 20 and above.
The initiative also features a scratch-and-win card promotion, which gives consumers the chance to win more than 20 types of food and beverage products.
"As a fresh and emerging local singer, Kelvin projects a young and dynamic image, which fits perfectly with our corporate image," said Joyce Fung, marketing manager, fastfood division, Maxim's Caterers.
"The TVC reflects the daily life of our customers, which helps us to build an intimate bond."
The spot shows Kwan along with four models, each dressed to represent different socio-economic groups — an office lady, a student, a trendy young girl and a model. For each, Kwan selects different dishes to highlight Maxim's array of choices.
"The key message is that it is easy to make everyone happy. You can redeem various products for your loved ones via the scratch-and-win cards," Fung added. "As a member of the younger generation in Hong Kong with stronger purchasing power, Kelvin displays the desire of the youngsters for better taste and quality of life."
Developed by boutique creative shop Communication W, media planning and buying is being handled by Starcom Worldwide.
The campaign also includes print and bus outdoor.