Tempo launches 'Power up' campaign for Icy Menthol tissue

Publicis Hong Kong has developed successful campaigns for Tempo for more than seven years. The brand's advertising is popular for its humour and for capturing the true spirit of Hong Kong people.

Partnering with media agency PHD, the new integrated campaign encompasses TV, print, OOH, digital and social media in order to build awareness, connect and engage with consumers thoughout the hot summer months.

The over-the-top TVC tells the story of a hairdresser who is having a boring day washing his customer's hair while listening to their non-stop chatting. He becomes energized after wrapping his face with a tissue, and proceeds to turn his monotonous and tiresome routine into an exhilarating foam party.

For the first time ever, the print campaign added illustration and cartoon characters to add more fun appeal. Publicis has also created a comprehensive social-media campaign to complement traditional media, including a Facebook “Power look” game and a series of short viral videos. 

The eight funny and quirky viral videos include a mom chopping pork speedily and a frantic kick boxer.

“Tempo continues to be an iconic brand with a leadership stance in Hong Kong," said Sue McCusker, who heads up Publicis Hong Kong. "Our strongly humourous campaigns not only cut through to deliver continued sale and share growth, but also carve out a place in the hearts of Hong Kong shoppers.” 

 

 

 

 

 

 

 

CREDITS:
Project title Tempo Icy Menthol “Power Up”
Client SCA
Brief To demonstrate how Tempo Icy Menthol can trigger the burst of energy and intensify our moments of life
Creative agency Publicis Hong Kong
ECD Mark Birman
Creative director Mike Chiu and Pauline Tsang
Copywriter Natalie Lee
Art director Andy Leung and Susan Chan
Account management Bernice Fong, Luzia Tam and John Wong
Production house 1688 Films
Media agency PHD Hong Kong
Exposure TV, print, online, outdoor