Eight Partnership helped revitalise the Zung Fu brand through an updated visual identity and a comprehensive launch campaign for the rollout of its new Mercedes-Benz Brand Centre expanding the 65-year-old brand’s appeal to a new generation of car-lovers.
Eight’s extensive experience in the modern luxury sector informed a respectful evolution of the brand’s logo and visual identity. “We were delighted to work so closely with Zung Fu on the next stage of their brand’s evolution,” said Chris Fjelddahl, Partner at Eight Partnership. “We really wanted to help them express their passion for their customers through this update.”
For the launch, Eight created a campaign around the tagline “More to Enjoy” demonstrating the brand’s commitment to customer satisfaction, consisting of a thematic video, key visuals and print advertisements. The video will be available both online and as a television advertisement, marking the launch as well as introducing the range of new after-sales services designed for customer convenience. The video is supported by a series of print advertisements developed by Eight to communicate the core messages of “Showroom Enjoyment”, “Family-Friendly” and “Convenience”, developed from a city-wide market research study.
This rebrand is also timed with the launch of the new Mercedes-Benz Brand Centre on Hong Kong Island – the city’s largest car showroom – which demonstrates Zung Fu’s new commitment to customer convenience and enjoyment for the whole family. The 9-storey Brand Centre with over 440,000 square feet is the Hong Kong headquarter of Zung Fu Group, featuring the Mercedes-Benz Showroom, Service Centre, Central Parts Warehouse, Training Centre, Event Venue and Used Car Centre. The centre has been designed to give customers a more enjoyable experience with a large range of Mercedes-Benz vehicles available under one roof, a fully integrated after-sales service centre, as well as leisure facilities for the whole family such as the kids room, bistro and roof terrace.
Aaron Lee, Managing Director of Zung Fu Hong Kong & Macau added, “We’ve been very excited to introduce our new facilities and services for Hong Kong’s Mercedes-Benz owners and, with this launch campaign, Eight has really helped bring to life this new chapter for the brand.”