Jenny Chan 陳詠欣
Oct 8, 2013

Hong Kong discussion forum launches first TV campaign

HONG KONG - To stand out in a competitive space, is running its first television commercials and has roped in local comic artist Li Chi Tak (利志達) for print, outdoor and digital ads.

wide player in 16:9 format. Used on article page for Campaign.

The objective of the integrated campaign is to create top-of-mind awareness and reinforce the site's top position among netizens in Hong Kong (according to comScore data for the three-month period ending August 2013).

Media channels include terrestrial TV, pay TV, magazines, OOH, and digital, with “正正經經,嚟香討傾” as the campaign slogan, which roughly translates to "Seriously, come discuss on". The slogan promotes the site as the best platform to speak up, share views and seek advice.

There are three TVC versions featuring the most popular sections on, including finance and travel, that aim to position the forum as the funniest, most informative and most interactive in town. The brand has bought 15-second spots on TVBJ, HDJ, J2, iNews, Payvision, Now TV, and Cable TV.

All key visuals for print, outdoor and digital ads were illustrated by Li. Based on the different sections of the forum, he has drawn 25 illustrations that demonstrate the hot topics being discussed by Hongkongers, such as current affairs and food.

The illustrations are intended as down-to-earth and relatable to the target audience, and QR codes have been added to print ads and bus seat stickers to drive traffic to the website's respective forum pages.

“With the rise of social media such as Facebook and other SNS platforms, it has become a habit for people to linger daily on those sites rather than discussion forums," said Alice Lee, general manager of Media Palette Hong Kong.

The competitors are strong and offer similar functions, so has to take extra effort to stand out and differentiate itself, added Lee.


Creative agency: Vib Egg
Creative Planner: Cho Au Yeung
Art Directors: Foon Wong, Yvonne Ng

Media agency: Media Palette (Dentsu Media Hong Kong)
President: Ken Matsumura
General Manager: Alice Lee
Planning Associate Director: Vanise Lo
Buying Director: Fonde Lau

Production House: AnswerMark Limited
Account Service: Candy Cheung

Related Articles

Just Published

1 day ago

Campaign Crash Course: How to maximise DOOH returns

Digital out-of-home media buying is becoming more common and accessible across Asia. So how does it fit with an omnichannel strategy and how can you measure its returns?

1 day ago

Raya film festival: Watch ads from Julie’s, ...

This year’s top prize goes to snack brand Julie’s, whose ad turned Raya stereotypes on its head and will be remembered for years to come.

1 day ago

TikTok to marketers: Go native and multigenerational

The platform enlisted KFC at NewFronts in the US to persuade advertisers to spend on TikTok.

1 day ago

Uninformed consent, addiction among persistent ...

CAMPAIGN360: Around 170,000 children go online for the first time every day, but the industry has yet to find a way to build their trust and target them safely.