Sep 17, 2009

Fortress | Imagination Is Power | Hong Kong

Fortress, an electronic appliances retail giant in Hong Kong, is launching a branding campaign to refresh its image and increase presence in the local market.

The project takes on “Imagination Is Power” as the latest theme and features Cantonese singer Kay Tse as brand ambassador. Since 2004, Fortress has been using the idea of ‘inspiring lives’ as its corporate mantra. The retailer is aiming to create a more distinct direction than just a place to go for affordable electronic goods. It is also targeting the young professional segment in Hong Kong.

Tse will be featured in a futuristic animated television commercial. Merging reality and computer graphics, the ad tells the story of an alien invasion, with Tse equipped to rescue the earth with gadgets from Fortress.

The campaign was developed by DDB Worldwide.

Fortress was established in 1975 and owned by Hutchison Whampoa. The biggest competitor in the market is Broadway.





Credits:
Project Imagination Is Power
Client Fortress
Creative agency DDB Worldwide, Hong Kong
Media agency Blink Events & PR Consultants
Exposure Television, print

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