Monday, December 31, 2007
Monday, October 15, 2007
From Good to Great.
KITCHEN elevates status of shopping hub for Hysan Development
Being the biggest single landlord in Causeway Bay, Hysan owns geographically the biggest floor area for shops.
However, they are scattered
like a spread over shopping centres and commercial buildings nearby. Though most people know Lee Gardens, only few can tell names of commercial buildings and shopping centres, let alone the developer behind.
To freshen up shoppers as well as to boost confidence for future tenants, a dual-role solution is adopted, after rounds of meetings by the board.
"Spoil yourself around Hysan Avenue" is the creative platform.
"Few developers in Hong Kong have the privilege of having theirs names appeared on names of streets, why don't we upfront this in the ad? It gonna be a powerful statement that no competition can mimic.", says Tony Wong, Creative Director of KITCHEN.
Three key offerings, namely Fine Dining, Designer Boutiques and Fashion for Kids are nicely executed by world famous photographer Lewis Ho.
Being the biggest single landlord in Causeway Bay, Hysan owns geographically the biggest floor area for shops.However, they are scattered
like a spread over shopping centres and commercial buildings nearby. Though most people know Lee Gardens, only few can tell names of commercial buildings and shopping centres, let alone the developer behind.To freshen up shoppers as well as to boost confidence for future tenants, a dual-role solution is adopted, after rounds of meetings by the board.
"Spoil yourself around Hysan Avenue" is the creative platform.
"Few developers in Hong Kong have the privilege of having theirs names appeared on names of streets, why don't we upfront this in the ad? It gonna be a powerful statement that no competition can mimic.", says Tony Wong, Creative Director of KITCHEN.
Three key offerings, namely Fine Dining, Designer Boutiques and Fashion for Kids are nicely executed by world famous photographer Lewis Ho.
Monday, April 30, 2007
A new look for California Fitness, from head to toe.
KITCHEN helps rejuvenate the fitness giant inside-out, region-wide.
The established US fitness chain California Fitness wants to soften its hard-sell approach across the region by moving away from its "Low price, in-your-face" way of recruiting members.
"What the fitness industry's selling is intrinsically aesthetics. If your ads look sexier, it'd be easier for you to recruit new members who want to look likewise. Simply because likes attract likes.", says Tony Wong, Creative Director of KITCHEN.
Basically, what KITCHEN proposes is a sleek way to express the traditional "Before & After". The poster + print campaign comprises as many as 18 beautiful shots by Lewis Ho, a World's Top 100 fashion photographer. With real trainers of California Fitness being the talents, each one of them is trying to break out of the mould that represents his or her old self, with their killer fitness activity, e.g. Kickboxing, yoga, aerobic dancing. Each tagged with an encouraging line, Meet the new you there.
This regional campaign was launched in Hong Kong, Singapore, Taiwan and Malaysia at the same time.
The established US fitness chain California Fitness wants to soften its hard-sell approach across the region by moving away from its "Low price, in-your-face" way of recruiting members.
"What the fitness industry's selling is intrinsically aesthetics. If your ads look sexier, it'd be easier for you to recruit new members who want to look likewise. Simply because likes attract likes.", says Tony Wong, Creative Director of KITCHEN.
Basically, what KITCHEN proposes is a sleek way to express the traditional "Before & After". The poster + print campaign comprises as many as 18 beautiful shots by Lewis Ho, a World's Top 100 fashion photographer. With real trainers of California Fitness being the talents, each one of them is trying to break out of the mould that represents his or her old self, with their killer fitness activity, e.g. Kickboxing, yoga, aerobic dancing. Each tagged with an encouraging line, Meet the new you there.
This regional campaign was launched in Hong Kong, Singapore, Taiwan and Malaysia at the same time.
Monday, February 26, 2007
A groundbreaking event that brings fame and fortune.
"Client asked for an ad. We came up with an eye-opening event. It brings instant sales for HILTI, and a Best of Show for KITCHEN in the 2007 LongXi CATCH Awards."
Click to see this self-explanatory video:
Hilti, the world-renowned maker of drills and power tools, asked if we could help them to promote their worry-free after-sales service, in the form of a print ad. Reason behind this is every potential customer has heard of Hilti, but at the same time they think Hilti is more expensive than the rest.
Kitchen, being a thru-the-line agency, keeps its promise again by providing a "fresh branding solution".
Girls. Drills. Dim-sum trolley. And a very very local yum-cha restaurant.
Kitchen successfully mix the seemingly unrelated ingredients together. It drives thumbs up, and sales right on the spot.
After taking the brief from client, Kitchen gets a gem-like finding from its own in-depth research: That 95% of the customers of a restaurant are our target audience! They are either renovators or sub-contractors. It's called Bauhinia restaurant. A very very down-to-earth yum-cha place in Mongkok. The magic is its strategic location. It's situated in a street famous for selling building materials and all related gears.
So, why don't we just do a single event there? It would be much more effective than a traditional print ad!
Pre-launch
DMs were sent to the existing customers of Hilti's database. On top of informing them about the time and venue of the event, a coupon was attached. The holder can redeem "dim sum" at the restaurant during the event, even without any purchase. It shows the generosity of Hilti in the first place.
Launch
A gigantic standee was set in front of the restaurant entrance to draw passers-by (who could probably be workers shopping for building gears and materials). It's a tailor-made revolving model Hilti drill with take-one leaflets promoting its comprehensive after-sales service. A theme line "你曉唔曉鑽?" was put up which means "Do you know how to drill?" on the surface yet with an implied meaning of "Why don't you switch to Hilti?" underneath. 
Directional signs were posted to guide potential customers up. Right on the event floor, Kitchen did decorate a typical dim-sum trolley. With the main messages wrapped around in "Hilti Red" and plastic name plates (originally for displaying dim sum names) were modified into highlights of Hilti's after sales service features. A real Hilti drill was put in a bamboo casserole in the trolley.
2 selected pleasant image girls, dressed like flight-attendants, were pushing the trolleys around to deliver the after-sales service message and give away design Hilti screwdrivers to the target audience, one by one. If they have questions about the service or interest to buy any product, the girls would direct them to the VIP room where Hilti sales reps were there to help. Customers could try and buy Hilti tools right on the spot, with discounts and special gifts. Even if the targets don't feel like buying, the Hilti girls would politely ask them for contact numbers.
Result
On top of successfully delivering the Hilti after-sales service messages in a way the targets welcome (Image 10), lots of purchases were made right on the spot and h undreds of useful contacts were collected. The result is impressive than a print ad, by miles. An encouraging phenomenon to frustrated clients and advertising professionals. That creativity and marketing results can really co-exist.
Click to see this self-explanatory video:Hilti, the world-renowned maker of drills and power tools, asked if we could help them to promote their worry-free after-sales service, in the form of a print ad. Reason behind this is every potential customer has heard of Hilti, but at the same time they think Hilti is more expensive than the rest.
Kitchen, being a thru-the-line agency, keeps its promise again by providing a "fresh branding solution".
Girls. Drills. Dim-sum trolley. And a very very local yum-cha restaurant.
Kitchen successfully mix the seemingly unrelated ingredients together. It drives thumbs up, and sales right on the spot.
After taking the brief from client, Kitchen gets a gem-like finding from its own in-depth research: That 95% of the customers of a restaurant are our target audience! They are either renovators or sub-contractors. It's called Bauhinia restaurant. A very very down-to-earth yum-cha place in Mongkok. The magic is its strategic location. It's situated in a street famous for selling building materials and all related gears.
So, why don't we just do a single event there? It would be much more effective than a traditional print ad!
Pre-launch
DMs were sent to the existing customers of Hilti's database. On top of informing them about the time and venue of the event, a coupon was attached. The holder can redeem "dim sum" at the restaurant during the event, even without any purchase. It shows the generosity of Hilti in the first place.Launch
A gigantic standee was set in front of the restaurant entrance to draw passers-by (who could probably be workers shopping for building gears and materials). It's a tailor-made revolving model Hilti drill with take-one leaflets promoting its comprehensive after-sales service. A theme line "你曉唔曉鑽?" was put up which means "Do you know how to drill?" on the surface yet with an implied meaning of "Why don't you switch to Hilti?" underneath. 
Directional signs were posted to guide potential customers up. Right on the event floor, Kitchen did decorate a typical dim-sum trolley. With the main messages wrapped around in "Hilti Red" and plastic name plates (originally for displaying dim sum names) were modified into highlights of Hilti's after sales service features. A real Hilti drill was put in a bamboo casserole in the trolley.
2 selected pleasant image girls, dressed like flight-attendants, were pushing the trolleys around to deliver the after-sales service message and give away design Hilti screwdrivers to the target audience, one by one. If they have questions about the service or interest to buy any product, the girls would direct them to the VIP room where Hilti sales reps were there to help. Customers could try and buy Hilti tools right on the spot, with discounts and special gifts. Even if the targets don't feel like buying, the Hilti girls would politely ask them for contact numbers.Result
On top of successfully delivering the Hilti after-sales service messages in a way the targets welcome (Image 10), lots of purchases were made right on the spot and h undreds of useful contacts were collected. The result is impressive than a print ad, by miles. An encouraging phenomenon to frustrated clients and advertising professionals. That creativity and marketing results can really co-exist.
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