Benjamin Li
Jan 5, 2012

Next Media’s boss fronts propaganda-style TVC for ‘Sharpon’ m-commerce

HONG KONG - Looking like something out of Mao's ‘Little Red Book’, Next Media has launched a tongue-in-cheek TVC, featuring its boss Jimmy Lai Chee-Ying, as a patriotic propaganda actor. The campaign promotes promoting the new mobile commerce ‘Sharpon’ by its free tabloid Sharp Daily.

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

The creative of the new TVC shows Jimmy Lai Chee-Ying, founder and chairman of Next Media and colloquially referred to as ‘Fat Lai’ in Hong Kong, dressed in a Mao-style jacket, along with other grassroot comrades. He is triumphantly heralding the new 'revolutionised' mobile commerce offering from Sharp Daily

The Communist-style commercial contradicts Lai's well-publicised democratic leanings. He and his publications (including Hong Kong's Apple Daily) have been outspoken in criticising the mainland Government and political system.

The creative for the campaign was completed in house. "Lai is the least expected person to do this sort of Communist patriotic propaganda style role, which hopefully will boost the eyeballs for the ad," Elaine Chow, CEO of Next Media Webcast told Campaign.  "It  shows that Lai is able to mock himself, and jump out of the box, be it the political or the economic box."

Consumers can use the "sharpon' smartphone app to find daily bargain deals. Fast-food chains Burger King and Fairwood, Chinese medicine retailer Tung Fong Hung, and convenience stores Vango and 759 Store are among the brands that have participated in the platform since it was launched in December.

Chow says the 'm-commerce' platform will drive new traffic to Next Media's mobile offerings, as it is more convenient for consumers to snap the coupons from their smartphones, instead of cutting out and collecting discount coupons from magazines and newspapers.

Apart from the new burst of TVCs, which go to air from this week, the campaign is supported by bus shelter, print, Facebook fans page and online advertising.

Reported in mid December, leveraging the growing trend of online group buying discounts, the South China Morning Post (SCMP) has also launched a new luxury discount offer website entitled ‘RedeeME’.




Campaign China

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