Y&R Hong Kong rolls out the Tim Tam ‘Happy Truck’ for the holiday season
HONG KONG — Y&R is spreading happiness in Hong Kong this holiday season as the ‘Happy Truck’ hits the streets to relaunch chocolate biscuit brand Tim Tam.
The Tim Tam Happy Truck is giving away surprising gifts and free Tim Tams, island-wide for a 24-week period. Targeting high traffic areas on weekends, a major parade – comprising a huge truck and ten taxis – was held on Saturday 15 December 2012 at Causeway Bay, Wan Chai, Central and Mongkok.
“Sampling usually plays only a supporting role in the communication mix, so it’s an interesting change to place engagement with the product at front and centre of the campaign. It’s great that both client and agency are committed to focussing on the sampling events as the core platform of the Tim Tam relaunch in HK,” explained Y&R Hong Kong’s Director of Client Service, Eric Choi
Continued Choi, “Often for the launch of an international product into a new market, the strategy is to adapt global campaigns for the local market. But, given the cluttered market environment, we resisted the usual by choosing sampling and engagement as a far better way of raising awareness for Tim Tam’s relaunch into Hong Kong.”
Commenting on the new campaign, Heidi Nam, General Manager – HK & Taiwan, Campbell Soup Asia Limited said, “The Tim Tam Happy Truck is an interesting way to give out samples, after all tasting is believing, while enriching the experience with various interesting and surprising gifts and communicating the brand’s positioning of “Tim Tam is created with little ripples of happiness in every bite”.
Client: Campbell Soup Asia Ltd.
Product: Tim Tam
Campaign: Happy Truck
Creative Director: Patrick Wong
Art Director: Sammy Kwong
Copywriters: Ada Chan, Cherry Wong
DCS: Eric Choi
AAD: Arthur Chan
AE: Jenny Lai
Producer: Vonny Shing
Media agency: MEC
Production company: Finger + thinker / D Drive
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