Osim extends Grey's creative duties from Hong Kong to China market

Grey will be responsible for integrated communications planning and creative development for Osim’s various product launches in China. The win was secured without a pitch following a review of the agency's credentials and a previous collaboration on the launch of their ‘U Soffa Petti’ mini massage chairs on Mother's Day in China.

The client previously worked with a local creative agency in the market.

“We appreciate that Osim has offered us the opportunity of leading its marketing communications for the China market," said Danny Mok, CEO Shanghai and Hong Kong. “In Hong Kong we have been working together for many years.”

Osim’s massage products face direct competition from counterparts like Panasonic, in addition to many smaller local Chinese brands, copycat products and massage parlours in China.

Bernard Wong, general manager of Grey Shanghai, said: “In addition to its professional massage chairs targeting affluent households, the client has diversified into other lifestyle products including slimming belts and foot massagers, and recently adapted its range for the mass market with the launch of smaller massage products for consumers, mostly women, who want to enjoy a basic massage at home anytime.”

Headquartered and listed in Singapore, Osim is the global leader in branded healthy lifestyle products from massage chairs, foot massagers and slimming belts through to air purifiers.

The news follows Grey Hong Kong's appointment to the creative account for sunblock brands Hawaiian Tropic and Banana Boat in Asia last month.