HONG KONG: Ogilvy & Mather Hong Kong has taken the multi-million dollar
San Miguel Light campaign online, and plans to extend the creative
across other channels, including mobile phones.
According to Sean Rach, general manager, Ogilvy NetAsia, the cartoon
series talks to the young and young at heart. "The idea was to target
the 18 to 25 year-old male group that may not necessarily drink much,
but at the same time, is a little naughty inside."
The brand's new mini-site offers product information and downloads of
screensavers as well as all 12 TVCs.
"It allows viral marketing and leaves room for flexibility to add more
functions. Instead of just a 15-second spot on TV, people online can
spend a lot longer getting to know the product and (cartoon character)
Sammy. We are looking at other channels, including mobile phones, to
market the product."
