Hong Kong branding agency Stepworks develops cool consumer campaign for General

10 April 2013

Japanese brand General air-conditioners kept Hong Kong people comfortable since 1974. Stepworks recently helped General develop a cross-media campaign for the city’s summer air-conditioning season.

The campaign included a refresh of the corporate ID and included print, TV, online and outdoor components.

The creative features a Hong Konger who is extremely sensitive to heat and noise – actually a chow chow dog called Ah Bo. After playing with his young master, Ah Bo loves to go home to their General air-conditioner, which is quiet and has the power to cool the room down fast.

The corporate ID refreshment component coincided with the introduction of General’s service platform, Care conditioning. This offers buyers a complete climate control package, from initial site evaluation, to ongoing maintenance and eventual replacement and recycling.

An outdoor component included a branded ice-cream van, which distributed free ice-creams at selected times to reinforce the message of “the power to cool down fast”.


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