Staff Reporters
Apr 23, 2013

Tempo employs crab-claw 'mascot' in ad for new scented tissue

Tempo, through Publicis, has for the first time employed a mascot (a deep fried crab claw, to be precise) in an integrated ad campaign to launch its new Citrus Blossom tissue.

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.

TV and social media are leading the campaign. On the brand's Facebook page, “Crabby Claw” takes centre stage, discussing life inside the suit, how it copes with the daily stresses it faces in its job and relaxation tips. 

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.

CREDITS

Project title   Tempo Citrus Blossom “Relaxing Crabby Claw”
Client SCA
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

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