Dentsu Creative Hong Kong creates digitalized wet market platform for HKTVmall

Dentsu Creative Hong Kong has joined forces with HKTVmall, the largest Hong Kong shopping platform, for the first time for the latest “Wet Market Express” campaign to address the evolving needs of Hong Kong’s time-pressed consumers, particularly those who find the traditional wet market experience burdensome.

Recognizing the common challenges faced by Hong Kong’s busy workers, whether juggling careers and families or simply short on time, are often daunted by the prospect of navigating crowded wet markets, haggling with vendors, and lugging heavy bags of fresh produce home in their fast-paced lives. Dentsu Creative Hong Kong identified that those who dislike the wet market conditions or lack the time to visit would be the most receptive to a convenient alternative.

Leveraging the influence and relatable persona of beloved local celebrity Do Do Cheng, a working woman herself, Dentsu Creative Hong Kong crafted a campaign by featuring Cheng in the commercials to showcase HKTVmall’s Wet Market Express as a seamless, digitalized fresh food shopping and delivery service – positioning it as a viable alternative for busy Hong Kong consumers.

“We are pleased to partner with Dentsu Creative Hong Kong on this exciting campaign,” said Ken Chan, Director of Business Development and Marketing, HKTVmall. “The team not only highlights the convenience offerings of The ‘Wet Market Express’, but also showcases our new offerings in the most relevant, local- inspired way that captures the hearts of our target audiences citywide.”

Keith Liu, Group Creative Director, Dentsu Creative Hong Kong, added: “The wet market is the heart and soul of Hong Kong’s city life, yet the realities of modern life have made it a chore for many. Our key creative is to preserve the essence of the wet market experience – the vibrant sights, sounds, and aromas – while highlighting the convenience of the seamless offerings of Wet Market Express, bringing the best of both worlds to our time-pressed consumers.”

The campaign harnesses the power of video marketing to bring the Wet Market Express experience to life in the digital realm. Dentsu Creative Hong Kong has crafted a diverse range of video content, from in-depth explorations to quick, engaging snippets, tailored for various online platforms and social media channels. This dynamic approach ensures that the convenience and quality of HKTVmall’s service are showcased effectively, reaching and resonating with Hong Kong’s busy consumers throughout their digital day.

Credits:
HKTVmall
Ken Chan – Director of Business Development and Marketing
Agency: Dentsu Creative Hong Kong
Keith Liu – Group Creative Director
Ronald Yiu – Associate Creative Director
Peter Ho – Associate Creative Director
Breinard Ng – Art Director
Matt Wong – Business Director
Sharon Ling – Associate Account Director
Media
Kitty Kwan – Planning Director
Nicole Wong – Senior Media Planner
Mia Mak – Senior Digital Performance Manager
Stephanie Ng – Associate Digital Performance Manager
Vincent Ho – Digital Performance Executive