The 149 appartment tower of Soho189 is a joint venture property led by Kerry Properties together with Peterson Group on Queen Road West in Sheung Wan.
Orijen, which has offices in Hong Kong and New York, was responsible for the integrated marketing campaign, from branding to concept brochures and advertising. It has been working with the Kerry Properties’ account for over a decade.
The campaign was rolled out last week and will run through August, despite the fact that most of the apartments sold out within days of hitting the market.
Orijen's campaign, with the tagline ‘At home in the city’, is a montage of ‘energetic' pictures with a fusion of east and west, and old and new. The campaign includes OOH ads in bus shelters, trams, and print campaigns in several publications.
“The apartments at Soho189 are cool and calm with natural interior materials that are soothing, yet people could still pop down to buy egg tarts that has been with the same recipe for 100 years, there is a wonderful contrast,” Brown said.
She also pointed out that too many property ads in Hong Kong are using "over-the-top adjectives", and playing on the old-fashioned idea of nobility. "We wanted to cut through and make something immediate and appealing."
Orijen has worked on many property projects including St Francis Tower, the tallest condominium in Manila under Kuok’s Properties, and a Hopewell commercial property in West Kowloon.
