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 Discuss.com.hk". 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 Discuss.com.hk, 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 Discuss.com.hk 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