Wellcome sells home comforts in Hong Kong

Playing on words, the campaign is titled ‘Wellcome home’. Diane Chiu, marketing director at Wellcome, said Hong Kong people spend most of their day at work. The new project is to encourage people to go home and spend more time with their families.

‘Wellcome home’ is a continuation of the locally regonised ‘One dollar does matter’ campaign launched in 2008. The campaign features a little girl saving every dollar she can to lessen the financial burden on her father. In return, the family gets to spend more time together.

McCann Worldgroup developed the creative concept and the media agency is UM Hong Kong.

‘Wellcome home’ features mainly cartoon graphics. Chiu said they have chosen a picture of a house rather than the usual apartment that Hong Kong people live in because children portrays home in houses.

The campaign is launched in different phases with current promotions on groceries and drinks. The slogans are 'Enjoy your drink in the comfort of home' and 'Cook at home: enjoy the fun and savings'. Notice the picture inside the houses. The icon of a cooking wok or drinking glasses will change according to the promotional items. The colors of the advertisements also coincide with the corporate colors of Wellcome.

Chiu revealed that a do-it-yourself cosmetics promotion is up next.