Named ‘A dollar does matter’, the McCann Erickson-created campaign attempts to persuade consumers that the real value of money is not defined by a big sum, but by appreciating its real value.
Two TV spots — 60-second and 30-second — were directed by Alfred Hau, bringing to life ‘Dollarman’, a fictional Hong Konger who is under-appreciated.
Two TV spots — 60-second and 30-second — were directed by Alfred Hau, bringing to life ‘Dollarman’, a fictional Hong Konger who is under-appreciated.
In one scene, for example, a boy cries hysterically after being given a Lai See packet with only one dollar in it. Eventually, Dollarman wanders into Wellcome where viewers are reminded to cherish the value of a dollar.
“Instead of running another clichéd Chinese New Year greetings spot like so many other retail brands will do, we suggested highlighting the relationship between the virtue of cherishing and the supermarket business,” said McCann creative director Danny Chan.
“This brings more relevance to the brand, as this virtue not only applies to money but is also relevant to all material possessions and to human relationships.”
The campaign was created by McCann in conjunction with Universal McCann.
The TV spots will run on TVB Jade and i-Cable for four weeks, and are supported by outdoor bus shelter advertising, along with print ads in Headline, Sing Tao Daily, Oriental Daily, Ming Pao and The Sun.
Wellcome marketing director Diane Chu added that the campaign is also in line with the supermarket giant’s core philosophy. “For over 60 years, we’ve been there helping Hong Kong people to make savings.”
