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Modern Education has been the leader in the category.  But that position is under threat.  The brand’s equity built over the years may disappear overnight as Modern Education ventures into a new battleground: the new 3-3-4 education system.

To capture the attention of HK students and their parents and reinforce Modern’s brand leader position, Hotdog opts for the creative approach of a movie trailer.

Summer is when students frequent cinemas for entertainment, a time when they will pay a lot more attention to trailers.

Tutors of Modern Education are regarded as stars by many and it is natural for them to appear in a trailer.

The tone of the TVC, inspired by Mission Impossible, underlines Modern Education’s professional and no nonsense approach to help students gain flying colors in examinations.

Apart from TVC, the campaign also consists of print ads that resemble movie posters.

The Red Bull Racing F1 Showcar team ran on Lung Woo Road, Central, in front of a 43,000 strong crowd.  Jaime Alguersuari drove the F1 car, giving the audience a taste of Formula 1 excitement and the engine roar that came with it.  The public was also treated to maneuvers such as short sprints, burnouts, engine breaks and donuts, which one wouldn’t get to see often in actual F1 races.

There was also a series of pre-event activations in the lead up to
the Red Bull Racing F1 car run. Super bike and drift show
demonstrations, high speed car formations were organized & played
out before the Red Bull Racing F1 car roared to life, making the event
a real motor racing extravaganza.

Apple Daily  / News Clipping (20 Jun, 2011)

Ming Pao / News Clipping (20 Jun, 2011)

Orient Daily / News Clipping (19 Jun, 2011)

Apple Daily / News Clipping (17 Jun, 2011)

Prudential Assurance has given Hotdog the assignment of gaining consumer empathy through demonstrating the brand’s role as an enabler.

The target audience is middle income class parents with kids.  They have high expectations regarding the future of their kids and will provide the best possible for them.

Through using a 2-minute video on Youtube, parents are invited to capture what their kids dream of doing in future on video.  These are then submitted to the event mini-site and published on Prudential Assurance’s Facebook Fan Page for voting.

The launch of Double Block, a weight management product, in HK is an uphill battle.  It’s a highly competitive category with over 100 brands available.  Double Block’s product performance (in terms of weight reduction effectiveness) doesn’t measure up to those of its key competitors.

Hotdog overcomes the odds by positioning Double Block as ‘gym in the pocket’ and targeting the brand at casual weight watchers – those office ladies who are either too busy or too lazy to exercise.

The positioning is supported by Double Block’s ability to block absorption of carbohydrates and fats with its natural ingredients.

The campaign consists of TV, print and MTR posters.

Milk Magazine /  Clipping (14 OCt, 2010)

Apple Daily / News Clipping (11 Oct, 2010)

Headline Daily / News Clipping (11 Oct, 2010)

Ming Pao / News Clipping (11 Oct, 2010)

Orient Daily / News Clipping (11 Oct, 2010)