Creative agency Publicis Hong Kong has based the campaign on the insight that Hong Kong children tend to have carers or nannies to manage their everyday needs. The new strawberry-scented Tempo Kids comes in a smaller package with a stronger resealable opening so children can easily pocket the tissue packs and take care of their own hygiene, encouraging independence.
The campaign has created a cute droplet icon, Little Ploppy, to resonate with the young consumers. Little Ploppy will air in animated TV spots during children TV time slots, cartoon strips in children related magazines, toy merchandise, online and events.
Sue McCusker, general manager of Publicis Hong Kong, said, ‘Tempo always goes beyond what one expects from tissue. Being based on the strong local insight of independence for kids, the campaign resonates in an entirely unexpected way for a tissue brand and creates a new standard in the category.’
“Tempo Kids own an ‘I can do it’ attitude and enjoy a spirited and daring childhood," adds Aileen Ho, marketing manager at Tempo’s holding company SCA Tissue Hong Kong.
Tempo has been launching new products aggressively over the past year including box tissues and new scented products. The campaign for the boxed facial tissues was well received at the HK4As' Effie Awards and the TVB Ad Awards.
Credits:
Project Tempo Kids Launch Campaign
Client SCA Hong Kong
Creative agency Publicis Hong Kong
Executive creative director David Szabo
Creative directors Terry Cheng, Charles Hau
Art director Nick Yan
Copywriter Terry Cheng
Agency producer Robert Cheung
Media agency PHD
Production company Postgal Workshop
Exposure Television, print, online, events
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