Agency: Grey Group Hong Kong
Market: Hong Kong
Campaign scope: TVC, OOH, digital
Details: To celebrate the 70th platinum anniversary of Wellcome, the supermarket will launch a TV campaign with ten celebrity stars. Directed by David Tsui, the TVC will feature Chiang Chi Kwong, Mak Cheung Ching, Fred Cheng, Siu Bo, Bowie Wu, Helena Law, Mandy Wong, Jinny Ng, Joe Junior and So Yan Chi.
The TVC will broadcast through different channels, including TV, MTR, TVB.com, Qian Xuan mobile apps and social networking websites including Wellcome's YouTube and Facebook accounts. The full version of the TVC will air for the very first time at the 7:45pm commercial break time on TVB Jade and TVB HD Jade on April 8th.
Press release quote: Keith Ho, chief creative officer and managing director of Grey Advertising said: “Wellcome is not just any supermarket. It's everyone's neighborhood store, building a close relationship with customers for the past 70 years. By creating a story around Helena and Bowie preparing for their anniversary, we dramatise how Wellcome is always ready to understand people's needs and to lend a helping hand.”
Lilian Leong, managing director of UM Hong Kong said: “Wellcome is an iconic community brand that grows with Hong Kong for the past 70 years. It’s a big celebration not only for the brand but also for Hong Kong. Our mission is to engage all of Hong Kong in the celebration throughout multiple waves of the campaign launch."
Campaign Asia Pacific's comments: Adopting a lighthearted approach to heritage, the commercial is delivered in the style of a Hong Kong TV show but with the timing and glow of a TVC. It would be interesting to see this idea adapted beyond the confines of a TVC and into some different kinds of content. The question we might need to ask also is whether this ad is much different to say Wellcome's 68th or 69th anniversary campaign? How far does heritage go? Read the full interview story with Wellcome's marketing director here.
Managing Partner: Desmond Chan
Managing Partner/Chief Creative Officer: Keith Ho
Client Service: Katherine Wong (Business Director), Kervin Cheng (Account Director), Amos Chan (Account Executive)
Creative: Almon Lam (Group Creative Director), Henry Yim (Associate Creative Director), Chris Yung (Head of Art)
TV Producer: John Lo
Production House: Moviola/ Director: David Tsui
Media Agency: UM