Tease it the chic way. KITCHEN invites virtual world bloggers with real denim jeans.

It's for SONY VAIO P, the world's smallest full-power PC that can be put in the back pocket of jeans.

With the ever-enhancing influential power of certain bloggers, KITCHEN kick-starts the launch with the opinion leaders. Eight selected ones from various fields are invited to have a pilot test of the product.

The invitation, instead of typical Paper DM or eDM, is indeed a design carton box couriered to each alpha writer. On the box, it reads "The next hip thing from Sony". When opened, the recipient will see a real pair of denim jeans, with hand-sewn studs that form the "V" of the logotype VAIO. An insert that reads "WHAT'S IN THE POCKET?" will definitely lead him/her to take it out to find out details of the invitation. Some smart bloggers even know the size of the invitation insert is indeed the actual size of the product.


All bloggers enjoy the trial party and some even praise the creativity of the Denim Invitation Kit in their own blogs.

What makes an already quintessential restaurant even more quintessential? KITCHEN.

Located in the hub of Central, SEVVA (pronounced as "savour") is undoubtedly the most sought-after restaurant in Hong Kong since its opening months ago. Embraced by the surreally breath-taking views of the island, SEVVA is probably the only restaurant in town constantly reserved by the A-list celebrities and the well heeled.

As the founder of SEVVA as well as the Queen of Style, Bonnie Gokson picks only what's best according to her discerning taste. And KITCHEN is honoured to be chosen, to create the website for SEVVA.

"The whole world knows how demanding I am. And this is not the first time I work with KITCHEN.", says Bonnie, with her all-time charming smile.

World's smallest and lightest Blu-ray laptop by SONY is compatible with the speediest agency, KITCHEN.

Targeting the very sophisticated laptop users, SONY is proud to present its latest high-end model, VAIO TT, with an array of killer features. Simply put, it's the smallest and lightest computer in the world equipped with a Blu-ray disc player.

With technically the best picture and sound quality, SONY VAIO TT also comes with a sleek product design in 4 chic colours to make it a hot pick inside out. Instead of boldly displaying the product edges , KITCHEN chooses to escort the visitors to explore and experience this high-end creation by themselves, alongside with the gorgeous talent.

There are at least 2 miracles you can't miss:

1) SONY can make this incredible machine as light as 1.3 kg;

2) KITCHEN can complete this incredible website in as short as 2.5 weeks.

Thank Goodness : )

KITCHEN is happy to win a Bronze for PCCW at Kam Fan Awards night.

Thank you. Thank you. Thank you.

To the honourable judges from around the world and of course our beloved client, PCCW.

Being the "Oscar of Advertising", winning anything from Kam Fan Awards this year is extremely tough.

In the "Best Online Advertising" category, there were hundreds of entries from all over Hong Kong and Mainland China, yet only 2 entries were awarded.

And KITCHEN is luckily to be one of the two winners.

It's a banner ad done for PCCW, to demonstrate the omnipresence of its Everywhere wireless broadband service.

Contrary to the "typical" solution, 5 banners, instead of one, were bought. Viewers were asked to drag the user featured in the ad among the 5 places to experience the "Everywhere" coverage of the service.

For details of this ad, please refer to KITCHEN's previous post on 5 May, 2008.

Should there be anything come close to the speed of PCCW Wireless connection, it should probably be KITCHEN's efficiency.

They made it for so many times, and they've made it once again.

We're talking about KITCHEN's almost surreal efficiency.

It's a decision using "Doors at will" with local artists getting in-and-out to demonstrate PCCW Wireless connections are everywhere when KITCHEN is sought to help, the challenge is Time, an element one can't ask for more from celebrities.

Yet KITCHEN never settles for inferior work quality because of lack of time.

Instead , KITCHEN makes the best use of it shooting 2 blue screen videos for the website. With its own post-production techniques to key the images shot against various virtual reality backgrounds, the whole approach shows users that they can basically get online everywhere with PCCW Wireless service in an entertaining manner.

On top of building websites, KITCHEN develops 2 interactive game banner ads for audience to interact with their idols. Both are memory games wrapped up by a unified ad message - "You don't need to remember where you can get online now, 'coz you can simply get online everywhere with PCCW Wireless."

Just another solid proof to show that KITCHEN never cuts corners. Even facing tight deadlines.

Maybe it's what connects big clients with KITCHEN.

Another shocking success tailored for SONY. KITCHEN extends one's scary moments during Halloween.

Soft selling does shock. KITCHEN helps SONY impress audience with its new models of image and video cameras.

Riding on the craze at Ocean Park during Halloween, SONY builds 3 haunted houses there to respectively promote its all-new image capturing products from Cybershot, Handycam, and Alpha.

In one house, frightened faces of visitors are captured by Cybershot digital cameras. They can then download the photos at the Halloween mini site developed by KITCHEN.



In the second haunted house, a video clip is captured for every visitor by the latest model of Handycam. The video clips are all stored on the SONY pre-registration YouTube page where visitors can view their yell-like-hell moments as many time as they wish.



For the Alpha camera, a more engaging way is employed - A photo competition. People can upload pictures shot with SONY Alpha cam to a special site built by KITCHEN and wait for "The Judgment Day".

Once and again, one doesn't need a 3rd eye to tell this launch by KITCHEN is something more than a phantom success.

Ad industry respects KITCHEN. Tony is inivited to judge 2008 HK4As Kam Fan Awards.

Invited by Spencer Wong, Creative Committee Chairman of HK4As, Tony Wong of KITCHEN will be on the judging panel for 2008 KAM FAN Awards, together with other figureheads of the ad circle.

Themed as "This year, it could be anything.", entries for the very first time are judged within one category - The Integrated. Which means Above-the-line, Below-the-line, Online, offline and even Through-the-line works will not be judged separately anymore, to reflect their true essence in the real world.

"I'll look at things like a man on the street, instead of an ad man," says Tony. " And I really hope the Best of Show would go to a genuine work piece paid by real clients and seen by the public in real."

KAM FAN awards show is equivalent to the Oscar in advertising, both in Hong Kong and Mainland China.

Purifying New Blood. Tony lectures on MasterClass students of Hong Kong Polytechnic University.

Invited by Mr C C Tang, one of the most experienced ad gurus of Greater China now turned college lecturer, Tony Wong of KITCHEN is happy to play mentor for the final year students of School of Design, Hong Kong Polytechnic University.

For 8 lessons lasting as long as 3 hours each, Tony shares with the students what he has learned in his 18 years of agency experience, with a focus on copywriting.

With topics ranging from "It takes more than good writing to be a good writer", to "Birth of the 3rd breed", Tony tries to illustrate the WHAT?, WHY? and HOW? of being an excellent writer with the aid of his own previous works, world famous examples, discussions, home work, as well as a role-playing workshop.

"Today's kids are just so lucky to have prevailing CDs talking to them face-to-face,", says Tony, "I wish they could treasure."

K11. What renders shopping in Tsim Sha Tsui hip. Again.

Once a shopping hub of world's most luxury brands, the charisma of Tsim Sha Tsui has been split among the mega shopping places on Hong Kong Island, for more than a decade.

Such dominance might shift with the recent erection of K11 in Tsim Sha Tsui, an all-new flagship shopping complex co-developed by New World Development and Urban Council, adjacent to its counterparts of Hotel and serviced apartments.

Positioned as the first Shopping Art Gallery in Hong Kong, the element of art would be a long-term marketing emphasis for K11 in the years to come.

To ride on such, KITCHEN has created a website equipped with interactive functions to highlight K11's key features, which would surely facilitate client's leasing to its potential tenants.

Live Slow to Win Big. For you and our planet Earth.

KITCHEN feels high with WWF Climateers 3600 Low Carbon Challenge.


Starting 2008 September onwards, every household in Hong Kong will be a monthly electricity bill rebate by the government which adds up to HK$3600 at the end of the whole 6-month period.

In order to urge people not to consume more electricity (which in turn damages our climate with excessive emissions of CO2) purely because of the rebate, KITCHEN joins forces with WWF to launch a meaningful competition for the public to take part - 3600 Low Carbon Challenge. With winners being the ones who are the slowest to use up the entitled $3,600.

Built by KITCHEN, a 3600 Low Carbon Challenge minisite is launched to promote the competition. The site has an engine for people to enrol and participate. Once you enrol, simply input your electricity bill amount starting from September and you're in competition with the rest of Hong Kong families. Along the upcoming 5 months, you can always check who's the energy-saving leader and to share energy saving tips with the rest.

KITCHEN has also tailored a household version of Carbon Calculator purely for this meaningful competition, a lovely print ad on Ming Pao as well as an online ad on Ming Pao Online plus Yahoo!

Cuddly babies get massive attention for PCCW EasyWatch.

Formerly targeting at retail chain owners overseeing branches in various districts, PCCW is now promoting another sought-after application of its remote-controlled webcam, EasyWatch, to the busy parents.

Click to view the Online Interactive Demo

As another device that makes full use of PCCW's strength - The Quadruple Platform, EasyWatch allows its user to monitor his home from afar, through one of any 4 ways, namely PCCW mobile, now TV, internet and its special interactive fixed-line phone - EYE.

With such device installed at home, even the busiest daddy and mommy can take a look at home between meetings wherever they are. "Is my baby sleeping well?", "Has the lovely poodle learnt new tricks?", "Is the maid taking good care of the seniors?" Peace of mind is well assured even when one is far away from home.KITCHEN does the kick-off, with the help of the lovely babies. They are indeed 2 interactive banners placed on site with high traffic. One opens on a crying baby with its granny hitting hard from behind with a slipper. Just when you think it's a heart-breaking scene, a super comes up - "The truth is..." When the viewer clicks the button, the camera pans to reveal that the sweet granny is indeed hitting a cockroach behind the baby.

The next version starts with a mini baby doing chin-up. When one ponders if it's some kind of over-the-top advertising for a milk powder brand, the super fades on - "The truth is..." Once the viewer clicks the button, the camera pans down. It's indeed his mother holding him up and down for mutual fun.

The 2 interactive banners have generated massive awareness, clicks and talks, especially among moms, within days.

KITCHEN's multiple-choice solution makes PCCW Wireless a wise choice

Engaging audience with situational riddles, in a hilarious way.

Riding on PCCW Wireless above-the-line promotion, KITCHEN comes up with an interactive banner ad campaign, to further enhance the benefit of its quadruple wireless internet connection platform - i.e. netvigator Home Wireless service, PCCW WiFi hotspots, netvigator Everywhere, and PCCW Mobile.

With the declining click-through-rate of PCCW's banners in recent years, KITCHEN suggests client not to force-feed audience with hard facts in a linear way anymore.

Instead, KTICHEN has shot a series of video banners, each with a multiple-choice question of "How to get online?" in that particular situation. All answers are deemed to be hilarious, yet the point is to tempt audience to reveal the ad messages for themselves.

The result is surprisingly remarkable, with both click-through rate and recalling rate exceeding expectation of everybody, including ourselves.

Humour does pull.

Trying is believing : )

Effectiveness for PCCW Wireless

KITCHEN innovates disturbance-free banner ad placement

On top of its above-the-line campaign, PCCW needs online strength to forge its leadership position in providing wireless broadband service through its quadruple platform, namely netvigator Home Wireless service, PCCW WiFi hotspots, netvigator Everywhere and PCCW Mobile.

Simply put, "Connecting anywhere" is the ad message.

Since such "What to say" is so familiar, we definitely need an impactful "How to say" to draw the audience.

With "Crazy Ad" being the most widely used solution to make impact, KITCHEN sees intrinsic incompetence in it.

"To most internet viewers, a typical crazy ad is so disturbing. If not executed well, it, instead of drawing viewers, will block users from reading further, or worst of all, leads to closure of the ad before having any part of it read.", says Allen Wong, Client Service Director of KITCHEN.

In view of this, KITCHEN goes for something far more effective.

The special banner placement enables viewers to drag, drop and swing the main character among 5 banner spaces to convey the seen-before "Connecting anywhere" message in an untried manner.

Play now to learn more!

A Full HD Website For a Full HD Handycam

SONY Handycam TG1. Product placement first seen in interactive suspense movies.

Being the smallest in the market which can capture both Full HD video and still shots, KITCHEN suggests SONY to sell with movies - Full HD movies.

"Handycam users are naturally movie lovers, so why don't we use movies to sell?", says Alan Kan, Creative Director for Interactive, KITCHEN.

Everything spins off from a theme line developed by KITCHEN - 「細得可移」, which means "Small enough to move" as well as "Suspiciously small" in Chinese.

Naturally, 3 suspense movies are made with the product features embedded for viewers to experience in an interactive manner.

Lights off.

Action.

A quick glance of KITCHEN's online work in 2007.

For BIG brands, with BIG results.

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.

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.