HONG KONG: Texwood Hong Kong has launched a new integrated campaign
in an effort to stay afloat in Hong Kong's crowded casual wear
market.
The campaign aims to raise the profile of its jeans and denim wear
products among the local youth and young adult segment.
The marketing campaign integrates online with print, cinema and
point-of-sale, and runs through October.
Created by Mezzo Marketing (formerly named 24/7), the campaign aims to
bring out the casual sexy appeal of jeans and denim.
The romantic comedy, Love Me, Love My Money, starring local actors Shuqi
and Tony Leung, has been used to portray the lifestyle of the target
audience.
The online segment will comprise ads and downloads such as
screensavers.
As part of the promotion, Texwood and Apple will give out about 800
movie tickets to customers who purchase Texwood jeans and products.
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