Titled “Serving your needs for 68 years”, the campaign kicks off with a 60-second TVC (see teaser above) airing tonight at 8.45pm on TVB.
The number 68 sounds like “prosperous all the way” in Cantonese, and was selected as the slogan for the campaign to mark the milestone and to celebrate the achievements of the supermarket chain.
It follows the success of Wellcome’s Chinese New Year campaign starring the same trio. The company decided to use the three comedians again following the positive feed back from the CNY campaign, which was created by ex-agency McCann. However, the account has now been taken over by Grey since early February because the client said it wanted "more chemistry" after working with one agency over a long period of time.The new agency "really sparked off new ideas for brand development", according to sources.
Respondents to the CNY campaign felt it was interesting and relevant because the trio represented Wellcome's core attributes of friendliness and approachability extremely well and appealed to shoppers of all ages.
Well-known narrator, Tam Ping-man, did the voice over for the TVC which mixed in archive photographs of Wellcome stores when it opened in 1945 together with the three comedians—Wong/Yuen/Lee—impersonating famous celebrities from the different decades.
"The campaign signifies Wellcome’s experience serving the Hong Kong community throughout the generations," said Julie Chiu, sales and marketing director of Wellcome. "As the supermarket chain with the oldest history in Hong Kong, Wellcome has a lot to offer to our customers' changing needs."
After the debut of the TVC, campaign visuals will run across print and online media; outdoor channels including buses and in-bus TVs; outiside Wellcome Superstores in Causeway Bay and Lei Yue Mun; as well as Facebook and Youtube. Media buying was brokered by UM Hong Kong.
In one visual, Wong impersonated Jacky Chan from a 1980s Hong Kong film Drunken Fist.
From another classic 1990s film God of Gamblers, Wong and Yuen were used to replicate the famous film poster.
In another visual, Wong, Yuen and Lee are dressed up like the ‘Wonder Girls’ from K-pop culture (see above).
Another highlight of the campaign is a month-long lucky draw which offers 1,068 lucky shoppers the chance to win vouchers and a 'Golden Longevity Peach' weighting 5 taels.
Wellcome is one of the two major-supermarket chains in Hong Kong, the other being PARKnSHOP. When asked to comment on competition, Chiu said there are differences in terms of product offerings, locations of stores, and although pricing is more or less the same. However, Wellcome's unique selling propositions are based on emotional bonding with consumers, and with its long heritage, this cannot be replicated easily, she added.
Project: 68th Anniversary
Tammy Sy, Business Director
Michelle Yiu, Account Director
Michael Tse, Account Manager
Casey Cheung, Account Manager
Kyra Poon, Account Executive
Keith Ho, Executive Creative Director
Helen Sze, Group Creative Director
Keith Lo, Creative Director
Chris Yung, Head of Art
Jeff Tsang, Associate Creative Director
Henry Yim, Associate Creative Director
Amy Cheng, Copywriter
John Lo, Head of TV Production
Karl Ho, TV Producer