MAGIC WITH STYLE by Bates 141 Hong Kong for STELUX

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MAGIC WITH STYLE

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Promo & PR
Market Hong Kong SAR China
Agency Bates 141 Hong Kong
Art Director Mike Ho
Copywriter Jeff Tsang
Released July 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: STELUX
Product/Service: WATCHES
Agency: BATES 141
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: BATES 141, Hong Kong, HONG KONG
Creative Chief: Adams Chow (Bates141)
Group Cretive Director: Terry Tsang (Bates141)
Copywriter: Jeff Tsang (Bates141)
Art Director: Mike Ho (Bates141)
Business Director: Simon Shing (Bates141)
Marketing Director: Stella Chow (Stelux)
Media placement: Event Campaign- 6 Spots - Event - 1 September 2009

Describe the objective of the promotion.
Ellesse performance watches were underperforming in the critical youth market against bigger budget brands such as Adidas, Nike, Casio, Seiko and Citizen, the favorites among Hong Kong youngsters. Ellesse were determined to win the young hearts back.

Describe how the promotion developed from concept to implementation
The youth market can be fickle, but is also susceptible to innovative new approaches. Ellesse needed a new approach that would capture the attention of this difficult target group. They needed some magic, so we hired a magician. We brought in P.J. Wen, a famous Taiwanese magician to perform over 100 impromptu magic shows on Hong Kong’s busiest streets. We taped the shows and broadcasted them virally on the Ellesse mini-site, Facebook, tudou and YouTube.

Describe the success of the promotion with both client and consumer including some quantifiable results
Over 100 one on one performances on the street captured over 1,000 pairs of eyes in 5 days, 11,000 clicks on YouTube within a week , and was ranked number 51 in Most Viewed Today on YouTube.

Explain why the method of promotion was most relevant to the product or service
This campaign truly captured the eye and stood out from other big budget brands. The brand's core idea - Perform with Style - was brought to life in the least expected way. The magical shopping experience we created in the retail level also brought surprises and laughter to the consumers. Afterall, we do need tricks in selling to the teens these days.