CAMPAIGNS
BACKGROUND:
1. Our ambition is for Bupa to be the most trusted medical insurer in Hong Kong. We need to exploit our natural competitive advantage as a genuine healthcare company - not a traditional insurer - by building awareness of our association with Quality HealthCare and to lead conversations about overall health & wellbeing.
2. Quality HealthCare is seen as the private healthcare clinic for the mass market in the industry. To support our transformation and growth ambitions, we need to improve perception of our quality of care, build awareness of our innovation and change, and leverage the brand halo effect of Bupa as a young, energetic, international company.
OBJECTIVE:
1. Position Bupa as a true healthcare company in consumers’ minds, away from a traditional insurer.
2. Drive brand awareness and consideration by strengthening the emotional attachment to Bupa through our purpose.
Bupa: Rebrand in 2021 (WIP)
One relationship, One ecosystem, One experience, to realize the potential of living healthier and happier, with Bupa as your trusted life partner.
Hong Kong Art Festival's No Limits LinkedIn Campaign
BACKGROUND:
What is No Limits?
We are from project "No Limits" under Hong Kong Arts Festival, which aims at promoting inclusiveness through a variety of performing arts, such as theatre, dancing and music performances etc., as well as Roundtable Discussion.
OBJECTIVE:
Drive action, specifically registering our online LIVE Roundtable Discussion.
- Activation of No Limits Linkedin platforms (under Hong Kong Arts Festival):
https://www.linkedin.com/company/720629/
- Establish No Limits’ brand presence on this B2B professional social platform.
CLPe: Home Concierge Branding (WIP)
BACKGROUND:
‘Home Concierge’ business is an e-commerce platform offering home products and services, enabled by an attractive loyalty programme with great customer experience and advanced data analytics for services personalisation. This is originated from the existing CLP smart shopping online store: https://store.clp.com.hk/zh, where CLP Power customers could redeem or purchase electrical appliances and other products with ‘Eco Points’ earned in the Power Connect programme. And now it is going to be spun off as a non-SOC business under CLPe Solutions (‘CLPeS’).
As it starts, it will be a b2c business targeting not only customer of CLP Power but all Hong Kong citizens, selling home products including electrical appliances, lifestyle products, furniture etc; as well as offering home services such as repair and maintenance service for home appliances, home move, home broadband etc.
OBJECTIVE:
1. The current ‘CLP smart store’ will be spun off from CLP Power to form a new business entity, thus we will need to develop a new brand for this business
2. We will need to develop brand attributes and brand strategy to reflect its business direction
Dah Sing Bank: YOU Banking Tactical Campaign
BACKGROUND:
The YOU Banking segment was created in 2014 to appeal to younger customers typically university students or new graduates with mostly transactional banking needs vs financial management needs
OBJECTIVE:
Refresh and recalibrate YOU Banking image and marketing campaign to resonate with target customers in terms of style, character and needs
MISSION:
Develop social media campaign to drive user engagement
TACTIC:
Social media giveaway game to target NTB customers + retargeting social ad and digital banner to pull audience down the funnel to the consideration stage
KPI: new account opening
Rosewood Hotel: Carlyle & Co. Social Campaign IDEA
BRIEF: The Rosewood Hotel Group is looking to appoint a Hong Kong based social media agency to strategize and execute Carlyle & Co.’s social media pre-launch and post-launch plan. The key objective for pre-launch is to drive our prospective founding members to conversion, by subtly and intelligently showcasing the Carlyle & Co. brand.
OUR BIG IDEA: Reflecting on Discreet Magic
From the exterior of Carlyle & Co we see the shiny Rosewood Tower on Victoria Dockside glisten onto the Harbour, and it inspires us to play with the beauty of reflection from in- and outside of the club, like the reflecting details of a wine glass inside subtly inciting curiosity for the magical Café Carlyle.
Life is a mirror reflecting your inner world – your emotions, actions and thoughts. At the Carlyle & Co, there’s a lot of reflection on life, diversity and ideas. You can learn from interesting people from different fields, to understand their world and improve on your own growth at your own discretion.
Reflections are our way of showing what you “cannot” show.
BIG IDEA: 停課不停學
Campaign Period: Feb 24 – Mar 12
Objective:
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LEGO as a brand to offer parents some ‘play solutions’ during this ‘no-school for kids’ time, and bring positivity to the society
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Boost desire and hence convert into sales
TA:
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Parents (primarily 25-44)
Channel:
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E-commerce (HKTVmall, TRU ecom) – priority for digital campaign
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Supermarket (YATA, AEON, Apita, etc)
Social Content:
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Offer LEGO ‘Play solutions’ to parents via activity recommendations/ advices
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Direction: Soft selling content/ advices (key) + end with call-to-action (to drive conversion)
LEGO: 2020 Brick-at-home Digital Campaign
"Imagination LEVEL UP!"
樂高想像力大作戰！
To kids, summer is a time to play.
To parents, summer is a time to learn outside of academics.
When kids are on summer vacations and parents are looking for ways to help their kids to develop more dynamics skills outside of school.
It will be the perfect time to drive Lego as a brand closer to all these families and children, enhance and elevate their creativity through meaningful play.
Play the game now: https://hk.legosummer2020.com/
News: LEGO appoints Wunderman Thompson HK to handle summer campaign
LEGO: 2020 Summer Campaign
Optimel: 2019 Digital Advertising Campaign
Objective:
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Elaborate ‘Stay Smart’ idea and translate into a catchy Chinese phrase (Final Tagline: 醒目活腦，智醒人生)
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Develop 1 big idea on top of ‘Stay Smart’. The campaign/activation ideas shall leverage DoDo, our endorser. It should be able to drive CFA (Trial & purchase)
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Year-long social plan with key content pillars to educate consumers on the new proposition
LEGO: 2019 Summer Campaign Co-brand idea
In the summer of 2019, LEGO target to build a strong brand proposition (Imagination, Creativity). They have arranged cooperation with Nike, Benz, DHL, KKbox and HKTV mall to create social awareness. I have involved in those social ideas and copywriting including social post copy.
In 2018, LEGO has launched a new mobile app called LEGO Life that acts as a social platform among kids and LEGO fans. Wunderman has been worked on some digital ideas to drive downloads. Those ideas tackle the problem of academic parental pressure on kids, which is a controversial social issue.
LEGO: LEGO Life App Launch
Digital Advertising Campaign
In 2019, HSBC would like to commercialize the Facebook handle. Wunderman Thompson is asked to ideated and produced branding content "Together We Thrive" to maximize the potential and efficiency of the social media handles in HK. I have involved in those digital activation ideas and copywriting.
HSBC: Digital Advertising Campaign
Jack Daniels:
"Music Bottle" Creative Idea
In 2019 Hong Kong anti-extradition bill protests, there are no leaders, spokesperson or centralized leadership. What made them stronger? "What doesn‘t kill you makes you stronger!" Jack Daniels Coke could carry on the Rock n Roll spirit and bring joy to the world again.
ORII: "Light Up The City" Creative Idea
Impossible Food Creative IDEA
Over two decades, the only assistant tool for visually disabled is always White Cane. Here comes the world's first voice-powered ring ORII that transforms your hand into an extension of smartphone. With ORII, we can light up our city by removing the darkness from visually disabled.
LEGO Creative IDEA
