New twist in Tempo Tissue’s latest relaxing Crabby Claw campaign, via Publicis Hong Kong
Publicis Hong Kong has rolled out an integrated humorous ad campaign to launch the new Tempo Citrus Blossom tissue.
With the concept, ‘Relax for a Moment’, the latest spot sees a deep-fried crab claw mascot bathing in a hot spring and inhaling the tissue’s soothing Citrus Blossom scent. A sudden gust of air blows the tissue away, and a split second later the mascot is dropped back into the hectic, loud and sweaty life at a street corner where it is handing out flyers for a restaurant.
Sue McCusker, CEO of Publicis Hong Kong, explained that the decision to adopt a mascot is a break away from Tempo’s usual main character, but is easily relatable as it captures the spirit and energy of Hong Kong people who lead a stressful life in an unexpectedly lighthearted manner.
The campaign is TV and Social Media led. The social media campaign puts Tempo’s “Crabby Claw” mascot front and centre depicting life inside the suit, tales of how it copes with the daily stresses it faces in its job and passing on it’s take on relaxation tips. The content is designed to both entertain and engage, making it perfect to share among Tempo’s fans. And with the local Tempo facebook page standing at over 25,000 highly active fans, it’s a key channel for the brand.
One other key pillar of the campaign is the Citrus Blossom scented bus. This bus gives Hong Kong’s commuters a change to experience the relaxing scent on their way through out the city. Each bus is full domination, inside and out. The campaign is further supported by print and digital advertising.
“The latest campaign reflects our commitment to raise the bar in product quality, innovation and differentiation as Hong Kong consumers become more variety seeking and value-oriented in their purchase decision. We continue to partner with Publicis to redefine the competitive landscape and leap ahead of the competition despite the highly commoditized category,” explained Tempo, SCA Hygiene North Asia Marketing Director, Aileen Ho.