McCann Worldgroup Hong Kong is the creative agency behind the campaign, along with media partner UM. THe campaign covers media channels including TV, newspapers, magazines, bus bodies, along with the MTR in-train decoration. The overall campaign is running from now until January 2012.
“The response of our OOH campign in MTR Central station last May was very good," Julie Chiu, sales and marketing director, Market Place by Jasons said. "To make it more funky, we want to play something new with the high passenger traffic on the MTR.”
The campaign has decorated the interior of one designated train on the MTR's Island Line. The train is covered with stickers around its interior, depicting the environment in the beverages, fruits and wine cellar departments of a Marketplace by Jasons supermarket.
The green and grey tone colours and soft lighting creating an ambient mood for passengers, akin to that of a Marketplace by Jasons store, Chiu cited, "Some people may not have entered our stores before as there there over 200 Wellcome supermarkets in Hong Kong as compared to our 16 stores."
To enhance the engagement with the brand, passengers can also receive more detailed shopping information and products' discounts by snapping the QR code on the train door and window stickers with their smartphones.
Chiu says that the accompanying TVC spot is the first for a "boutique" supermarket in Hong Kong. IT is currently running on TVB, iNews and iCable.
Market Place by Jasons is enjoying its 4th anniversary with 16 stores in residential neighbourhoods like Jardine’s Lookout, and the Peak. The latest addition, in Island Crest, will open on 4 November.
The brand is also drumming up buzz for this new ad campaign through it’s Facebook fan page and customer database, as well as an upcoming blogger event in November.
Client Market Place by Jasons
Project "Taste & Enjoy Life" Brand Campaign
Advertising agency McCANN WORLDGROUP HONG KONG
Group creative director Philip Lee
Art director Yann Cheng
Writer Charles Lam
Photographer Kimhoo So
Media agency UM
Exposure TV, print, OOH, website, facebook