Hong Kong ISP Netvigator has rolled out a HK$10 million
thematic campaign, with a strong accent on "passion" in the portal's
multi-media marketing assault.
The campaign features two TVCs, outdoor and three versions of a print
ad, all targeted at the burgeoning local user market.
Its media agency, MindShare, has once again set a new benchmark on Hong
Kong's Mass Transit Railway (MTR), wowing underground users with a
particularly innovative media buy.
By harnessing the gradient of the MTR's escalator balustrades, MindShare
effectively showcased activities such as mountain biking and climbing an
ice mountain on a grand scale, while emphasising the campaign's
"passion" theme.
"We wanted to give people something new, so within the MTR we thought of
using the escalator to show both outstanding actions and passionate
acts," said MindShare associate director Becky Lam.
According to MindShare managing director KK Tsang, overcoming both the
safety hurdle and possible damage to brand equity (which could be
compromised if passengers attempted - or failed - to scale the
balustrades) warranted a warning on the creative.
"They (Pearl & Dean) were also concerned about the safety issue so we
put the caution there," he said.
Drawing out the passion theme, Netvigator also sponsored 35 episodes of
the popular TVB Jade drama entitled At The Threshold of an Era 2.
Tying the drama's mass 15-to-35 year-old viewer appeal to Netvigator's
own revamp, which is set to roll out at the start of this month, Ms Lam
added that promos and written episode synopses featured in TVB glossy,
TVB Weekly, would take centre stage on the richer content website.
"I don't think it will drastically drive pageviews, but when people go
onto the website, they'll see the content has been noticeably enriched."
