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.
