Now Broadband channels success with new sports line-up

PCCW HKT re-entered the latest Hong Kong Adwatch chart with its campaign promoting the launch of new channels -- ESPN and Star Sports -- on Now Broadband TV. Simon Wat, PCCW account director at ad agency Communion W, said that the three TVCs were rolled out over the month aiming to alert people to the fact that the two sports channels had moved from Cable TV to Now Broadband. "The fact that ESPN is a very popular content provider gave the campaign a headstart," said Wat. "All the events we focused on were highly appealing to the Hong Kong audience, namely soccer, tennis, golf and Formula One." Meanwhile, personal care retailer Mannings topped the chart for most highly-recalled advertisements. The TVCs which aired in August, were an extension of the company's previous 'Trustworthy' campaign, which launched in May. The campaign demonstrated the dedication and dependability of the Mannings' brand. These ads continue the 'trustworthy' theme by citing ACNielsen research, which shows Mannings to be the preferred brand over competitors. Caroline Mak, CEO of Mannings, Greater China, attributed the success of the ads to the fact that they carry a strong message, are personal and "share one common, clear message: to be the number one professional health and beauty". ParkNShop, McDonald's and a number of beauty and skincare brands also featured prominently in the chart. Jenny To, DDB group account director for ParkNShop, said that the marketing strategy involved reassuring consumers of the store's competitive prices. "The ads use real PNS staff to tell a story of how hard-working PNS is to ensure its prices are the best in Hong Kong," To said.