The agency won the Shenzhen-based account following a pitch and credential presentation last December involving four agencies from Guangzhou and Shanghai.
James Yang, VP of McCann Erickson Guangzhou, said one of the main reasons the agency won the account was its unique view on the use of celebrities, including commercials pairing Gong Li and Midea last year and Jet Li and local Chinese brand Seven Menswear in 2007. The agency also has a proven track record in marketing luxury brands including Cadillac, Tiffany & Co and L'Oreal.
James Yang, VP of McCann Erickson Guangzhou, said one of the main reasons the agency won the account was its unique view on the use of celebrities, including commercials pairing Gong Li and Midea last year and Jet Li and local Chinese brand Seven Menswear in 2007. The agency also has a proven track record in marketing luxury brands including Cadillac, Tiffany & Co and L'Oreal.
The brand has signed up Hong Kong's popular film heart throb Louis Koo as its celebrity endorser. A major print campaign will launch close to Chinese New Year, followed by a TVC campaign in March.
Fiyta is a household name in China. Its key competitors are Swiss watch brands including Titoni and Tissot.
“Chinese consumers know Fiyta is a home-grown brand, but most people feel that Swiss watches are superior, hence the client wanted to use celebrity power to boost their brand awareness among male consumers,” Yang said.
Recent research found that newly affluent Chinese men are purchasing high-end watches to act as symbols of their social status.
Fiyta was founded in 1987 and has since become the only domestic watch company to go public. It has established 18 sales affiliates with more than 600 branches in China, Southeast Asia and the Middle East.
Meanwhile, McCann Worldgroup (Hong Kong) has scooped Caesars Gold Macau, one of seven golf courses in Harrah's Entertainment's global resort portfolio.
