Qi Qi touts Opal hair brand

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.

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