One of Hong Kong's top models Qi Qi has pumped up the star appeal for
Chinese brand, Opal's One Minute hair treatment, in a campaign worth
more than USdollars 2 million.
Shot in the dry and arid Chinese province of Xinjiang, the 45-second TVC
- "One Minute Search" - is targeted at women between 18 and 25 in Hong
Kong and China, covering southern China, Shanghai and other main
cities.
Senses Advertising created the TVC to promote brand awareness, sales as
well as to create a new and unique image for Opal's One Minute hair
treatment, which was launched some time ago.
Senses chairman and ECD Alenn Woo said Qi Qi was chosen because "she was
a spokeswoman of a famous skin care product (Max Factor's SK-II), while
her professional image and knowledge could help Opal draw the attention
of customers" to use the product.
Senses used Xianjing as the backdrop as its arid climate offered a clear
way to highlight the product's effectiveness.
"All the elements of Xinjiang - the dryness, strong sunlight, heat,
great temperature differences between day - are harmful to people's
hair. In the TVC, Qi Qi searches for a way to protect her hair," said Mr
Woo.
She finally discovers that Opal's One Minute treatment offered the best
solution to keep her hair healthy and beautiful, he added.
The TVC is supported by out-door advertising, print ads, posters and
magazine ads.
