M&C Saatchi Spencer Hong Kong launches quirky campaign that paints the city blue for Dairy Farm’s yuu app
At a time when everyone is working on pivoting to the future and preparing business plans for the “new normal” post COVID-19, Dairy Farm Group, is cheering up Hongkongers with their biggest ever customer rewards club, yuu.
Created by M&C Saatchi Spencer, the launch of yuu is the biggest-ever CRM marketing campaign in Hong Kong. yuu, an app-based customer rewards club, lets customers earn yuu points and redeem rewards across more than 2,000 shops and restaurants under Dairy Farm and Jardine Restaurant Group that includes Wellcome, Mannings, 7-Eleven, KFC, Pizza Hut and PHD. yuu marks a significant milestone of Dairy Farm Group by connecting all the brands digitally through one mobile app.
To help launch this groundbreaking rewards club, the appointed creative agency M&C Saatchi Spencer suggested using the iconic approach with memorable music, unifying colour and bold logo design to introduce the yuu brand. The objective is to create a catchy and lasting brand image for the consumers, so that yuu will always be on their mind from the very beginning of the launch.
Inviting the all-time favourite singer of Uptown Girl’s Hong Kong cover version, George Lam, who teamed up with his son, Alex Lam, M&C Saatchi Spencer created an original soundtrack that would appeal to a wide spectrum of audience.
Dairy Farm used the music video as the core creative content for the campaign, and it spins off into various shorter durations with individual brand focus videos. Heavy out-of-home combined with online and instore communications means Dairy Farm will paint the city in sky blue.
Creative Agency: M&C Saatchi Spencer
Business Partner: Philip Tsang
Executive Creative Director: Sammy Lau
Creative Team: Gary Lam / Chris Fong / Kiki Lam
Account Servicing Team: Abbie Chan / Effie Lung
Media Agency: OMG
Production House: Film Factory
Film Director: Silent Wong