This appointment came after a four-way pitch in September. The client previously worked with a number of local and 4A agencies on a project-by-project basis.
With the rapid growth of the Chinese market for premium tobaco products, and to to celebrate the brand’s 60th anniversary, Chunghwa has been planning to launch a new high-end cigarette product at the end of 2011.
Genesis China will initially be responsible for the launch project, whose first phase will last for six months. The agency will be responsible for the overall strategy and creative development, including integrated communications, brand image building, through-the-line creative, branding video and also PR strategy.
Chunghwa tobacco is the core brand of Shanghai Tobacco Group, and is the most preferred brand for political and business leaders, which often prefer Chinese cigarette brands to imported brands.
Jimmy Chan, general manager of Genesis China, said the project was significant in terms of both business and social value.
Genesis China has started working on this multimillion Chunghwa’s high-end product project already, a series of new creative including branding design, promotional items, video and sales terminal displays will be launched starting from the end of 2011. The agency says the campaign will be more digital-driven, as currently tobacco advertising is banned on TV and radio in China, with a few OOH and advertorial opportunities in magazines.
Chunghwa was ranked eighth in the top 10 most valuable Chinese brands 2010 report, by the Hurun Research Institute.
Founded over 15 years ago, Genesis China is a fast-growing integrated advertising company with headquarters in Shanghai and branches and representatives in Beijing, Chengdu, Whuhan, Guangzhou, Nangjing and Fuzhou.