Motoring school goes for shaolin branding drive

<p>HONG KONG: The Hong Kong School of Motoring (HKSM) has rolled out a </p><p>HK$2.5 million (about US$320,000) branding campaign that </p><p>positions itself as being akin to the Shaolin Temple. </p><p><BR><BR> </p><p>The Shaolin Temple is well-known in China as being the best place to </p><p>learn kung fu. </p><p><BR><BR> </p><p>The TVC hinges on a martial arts expert performing four distinctive kung </p><p>fu moves, which are associated with HKSM's unique teaching styles. </p><p><BR><BR> </p><p>The campaign, which includes print and outdoor ads, was developed by </p><p>Capa Advertising. The agency's associate client services manager, Kenny </p><p>Lo, said the TVC called on people to make the right decision when </p><p>choosing a driving school. </p><p><BR><BR> </p><p>"This new TVC is different from the previous pure promotional campaigns </p><p>because we aim to build a corporate image for HKSM that is appealing to </p><p>young people who are looking for a quality place to learn to drive," Lo </p><p>said. </p><p><BR><BR> </p>