HONG KONG – TBWA\Hong Kong has created an integrated campaign for the launch of Club Shopping, a unified online shopping platform that brings together HKT’s multiple e-businesses, with an extensive selection of electronics and gadgets along with renowned brands across multiple categories.
The campaign features local artists – the Chan’s family (Jason Chan, Leanne Fu, Abigail Chan), Shirley Sham and boy band ERROR, highlighting key features and benefits of Club Shopping. In addition to TV commercials, the team partnered with digital agency CruiSo to launch Hong Kong’s first eCommerce dynamic video ad campaign on YouTube.
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The creative is developed using a tool that connects Club Shopping’s Google Merchant Center products with the video creative layout and Google Ads. This innovation has enabled personalization at scale – more than 100 dynamic 6-second bumper ads born out of eight core creative concepts to capture shoppers’ attention. The content is strategically distributed based on user interest and The Club’s analysis data. More dynamic ad versions are expected to roll out throughout the duration of the campaign.
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Mr. Alan Tsui, CEO of HKT’s Loyalty, Digital and Analytics, said, “For an eCommerce business, the challenge is how to deliver our valued products to the right customers. Delivering personalized and relevant experiences that shoppers have come to expect is the foundation of our dynamic video campaign with Google. We look forward to seeing the results of this new marketing automation tool. We believe the tailored ad experiences can drive higher engagement and can therefore lead to increased purchase intent.”
Ms. Jan Cho, Managing Director of TBWA\Hong Kong, said, “We’re honored to have been able to lead The Club on this journey to the first brand globally to utilize this new innovative tool with Chinese creative. It was a great experience leveraging this new technology and developing customized and dynamic content that will reach and resonate with consumers more effectively.”