Motoring school goes for shaolin branding drive

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

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