The campaign, titled ‘Rise Beyond', will be launched next week on the back of a study put out by the agency that found 70 per cent of consumers feel confident when it comes to income stability, employment and standard of living.
“The study looked across Greater China and found that the recession had affected the way people are behaving by stopping them from doing the things they enjoy,” said general manager of Publicis Hong Kong Sue McCusker. “We’re hoping that, with this site, they’ll take another look and realise the situation isn’t as bad as they thought. Many people are drastically affected by the economy but there are also many people who are not so affected, yet they’re stopping their normal routines. This campaign is supposed to provide a platform for people to share experiences, talk about the good things and live again.”
“The study looked across Greater China and found that the recession had affected the way people are behaving by stopping them from doing the things they enjoy,” said general manager of Publicis Hong Kong Sue McCusker. “We’re hoping that, with this site, they’ll take another look and realise the situation isn’t as bad as they thought. Many people are drastically affected by the economy but there are also many people who are not so affected, yet they’re stopping their normal routines. This campaign is supposed to provide a platform for people to share experiences, talk about the good things and live again.”
The unbranded site, which will be found at RiseBeyond.com next week, not only features a section for audiences to upload their personal stories from the recession, but includes opportunities for brands to be sponsors.
“We found there was a lot of input regarding brands contributing something more meaningful during these times - genuine acts from brands that go beyond discounts,” McCusker added. “So, there’s a section on the site that, for example, will let brands donate very expensive designer suits to someone who is getting married and can’t afford them. It’s a way to allow brands to do meaningful things for people in need and this site has created a platform that allows this interaction to happen.”
Publicis will use outdoor and newspaper advertising to promote the campaign, and aims to engage English, Cantonese and Mandarin speakers in Hong Kong.
The agency has not determined a specific duration for the campaign.
