The Simplica range is based on the concept ‘Simple is life’, and marks a bid by Publicis to develop a more upmarket brand position for Vantage.
A slightly risqué execution features a naked model sitting behind a Simplica product.
“We don’t want Simplica to be seen a mainland product, as a listed company in China,” said Publicis group creative director Low Swee Chen.
“I think our client has been very bold in accepting our ‘naked’ presentation — it has dared to try something new to stand apart from its competitors in China, such as Rinnai, Haier, Noritz, Sakura and Aosmith”.
The print ads are running in magazines such as Modern Weekly, while a range of other executions are also being utilised. In addition, TVCs are running on CCTV and Focus Media’s outdoor network, along with outdoor billboards, PR events, and point-of-sale material at stores such as B&Q.
