The brief for the new campaign was to demonstrate the effect of the tissue's relaxing Bergamot scent, which gives stressed out people ‘space’ for a deep calming breath, according to the brand.
With the creative concept, ‘Relax for a moment’, the latest spot sees the crab claw bathing in a hot spring (below) and inhaling the tissue’s soothing aroma. A sudden gust of air blows the tissue away, and a split second later the mascot is dropped back into the hectic, loud and sweaty life at a Hong Kong street corner, where it turns out it is a poor soul in a crab-claw suit, handing out crab-claw-shaped flyers for a restaurant.
With more than 25,000 active fans, the Facebook page is a key communications channel for the brand.
Another key component of the campaign is a Citrus Blossom scented bus, which gives Hong Kong commuters a chance to experience the relaxing scent on their way throughout the city. Each bus is full domination, inside and out.
The campaign is further supported by print and digital advertising.
Sue McCusker, CEO of Publicis Hong Kong, explained that the decision to adopt a mascot is a break from Tempo’s usual character, but is easily relatable as it captures the spirit and energy of Hong Kong people, who lead a stressful life in an unexpectedly lighthearted manner.
“The latest campaign reflects our commitment to raise the bar in product quality, innovation and differentiation as Hong Kong consumers become more variety seeking and value-oriented in their purchase decision,” said Aileen Ho, North Asia marketing director, Tempo, SCA Hygiene.
Project title Tempo Citrus Blossom “Relaxing Crabby Claw”
Creative agency Publicis Hong Kong
ECD Mark Birman
Creative director Mike Chiu, Pauline Tsang
Copywriter Natalie Lee
Art director Irving Leung, Donald Tse, Susan Chan
Account management Bernice Fong, Randoll Leung, John Wong, Derek Lo
Production house Off-lo-hi Limited
Exposure TV, online, OOH