Osim launches uDivine massage chair with Andy Lau

Singapore’s homegrown wellness brand Osim launched its latest massage chair with a series of TVCs and print ads in Singapore. The uDivine campaign uses a multi-media platform from press advertisements, TVC, iPhone direct push MMS as well as in-store collaterals.

Roping in Hong Kong celebrity Andy Lau, the ad was designed to demonstrate its message of massage being fit for a king. The agency said that it engaged Andy Lau, one of Asia's 'heavenly kings' to help promote it.

“As Osim celebrates 30 years of success this year, Andy Lau also commemorates 30 years of his stellar career,” said Mark Ho, LHM’s business director.

The challenge was to develop a creative idea that can capture the imagination of consumers thus allowing them to understand the ethereal and unique concept of Human-3D massage technology. The creative hook to the idea lies in depicting a ‘giant hand’ softly cradling the user of the chair bridging the immediate association that a massage on the uDivine is similar to that of a massage delivered by a masseur.

The campaign will launch in other markets in Asia after its launch in Singapore, including Hong Kong, Taiwan, China and Malaysia.

"We're very excited about this campaign, which has a mega Asian star to promote a unique massage chair like Osim. We expect the popularity of Andy Lau to boost the image of the Osim uDivine in Singapore, and Asia, especially China, which is a key market for Osim,” said Lynn Tan, assistant general manager, Osim International.

CEO of LHM Herman Lee added “We are of course very happy with the uDivine creative but more significantly, we take special pride in the strong partnership that we have developed with Osim for the past 15 years. We believe in the foresight of Ron Sim, founder, CEO and chairman of Osim, and admire his relentless drive to push the brand forward and deliver cutting edge products to the market place. LHM is privileged to play a part in Osim’s progress.”