Publicis Hong Kong finds the perfect man in new integrated campaign for Tempo Toilet Paper
Publicis Hong Kong have launched a new integrated advertising campaign for Tempo Toilet Paper emphasizing the perfect combination of softness and strength manifested in the new product.
The ‘Perfect Man’ campaign supports Tempo’s new innovative 3-ply ‘SoftStrong’ technology, at the same time capturing the true essence of Hong Kong people in a highly emotional way.
The ‘Perfect Man’ TVC demonstrates the product benefits in a witty way. The plot involves a hopelessly romantic lady who is desperate to find her perfect man. It shows her reaction as she takes a stroll through the aisles in the supermarket – and falls for a “perfect” man who demonstrates both his soft and strong sides in various situations. The plot finishes with a surprise twist when the perfect man is not quite what he appears to be.
Outside of TV, embedded QR codes will lead the consumer to a variety of behind-the-scenes videos to get a sneak peek into the making of the TVC, which was shot in Thailand. The videos are available on the YouTube channel with social engagement on Facebook.
The campaign is further supported by OOH, online and a Facebook application involving challenges and a UGC photo app, to deepen engagement and strengthen relationships with Tempo’s fans and online community.
Sue McCusker, CEO of Publicis HK, said “The campaign breaks the mold of toilet paper advertising by being true to the Tempo brand character of surprising, witty and an unusual take on Hong Kong slice of life. Our client challenged us to raise the bar for this campaign, and be as innovative as the product itself. Given the growth of Tempo’s online community, this campaign brings a stronger-than-ever digital component into play for the brand as it moves into this new product category.”
“Tempo is a brand always looking to innovate by anticipating the ever changing trends in Hong Kong. Publicis’ creative approach works in line with our goal to be able to bring the most innovative toilet paper from Europe to Hong Kong consumers,” said Aileen Ho, Marketing Manager of SCA Tissue HK Ltd. “We are confident that this product will change the retail landscape, and further strengthens our leading position within the category.”
Credits – Executive Creative Director: CD Mark Birman. Creative Directors: Terry Cheng, Kwong Chi Kit. Copywriter: Kerwin Choy. Art Directors: Dave Ho, Susan Chan. Account Management: Bernice Fong, Randoll Leung, John Wong. Production house: 1688 Films.