Fortress taps rapper Brian Lee and local stars for new service overhaul

AS Watson Group's retail arm Fortress has unveiled a new campaign highlighting its service upgrade and new promotions, anchoring the push with a star-studded marketing blitz.

Titled "Trust Fortress, the ultimate support" (信豐澤，最抵撐), the campaign features Jakarta-born hip-hop artist Brian Lee (JBS), also known as "Godfather of dope", MIRROR member Stanley Yau, and Hong Kong national football goalkeeper Yapp Hung-fai. Together, the trio stars in a new viral promotional video designed to drive local consumer engagement through mid-summer.

The campaign video is driven by a catchy "Fortress rap" performed by Lee in the role of an energetic store salesperson. Lee was chosen to front the campaign as he is an iconic figure closely tied to Hong Kong’s cultural identity, who serves as the face of the initiative to drive authentic community resonance.

In conversation with MARKETING-INTERACTIVE, a spokesperson from Fortress said the campaign reinforces the brand’s over 50-year presence in Hong Kong by strengthening its connection with local consumers.

"Running from 3 June to 7 July, the campaign is built around shared community values and an intimate understanding of everyday needs. It positions Fortress as a brand that stands firmly alongside Hong Kong people by delivering unbeatable pricing, dependable service, and trusted promises."

Running from now until 7 July 2026, the retail giant is rolling out its "Crazy dope prices" event, slashing prices by up to 64% across more than 200 home appliances and smart gadgets.

Done in collaboration with PR agency The Bridge Agency, the campaign also introduces "Smart Fortress brand weeks," partnering with 22 major global tech brands including Samsung, Apple, ASUS, Whirlpool, and Dyson to roll out exclusive weekly deals. The third wave of these mega-discounts officially kicks off today, 17 June 2026, promising high-value incentives for tech shoppers across the territory.

Beyond deep discounts, the campaign serves as the launchpad for Fortress’s most aggressive service overhaul to date, setting a new benchmark for Hong Kong’s consumer electronics sector. The retailer has introduced its new "12 Double Delivery" speed guarantee, which offers rapid same-day delivery for orders placed within designated windows.

To enhance post-purchase consumer confidence, Fortress has also doubled the industry-standard 15-day return and exchange window to a robust 30 days. To engage a mass local audience, the marketing strategy utilises a comprehensive O+O (offline plus online) approach spanning TVC, out-of-Home (OOH) advertising, video content, social media, SEM, CRM, and in-store activations.

Stanley Yau, currently enjoying high netizen praise for his performance in the legal drama COURT!, highlighted the extended return policy, likening the brand's reliable customer service to the accountability expected of a real man. Meanwhile, veteran athlete Yapp Hung-fai noted that the same-day delivery service fits perfectly into his demanding training and match schedule, comparing Fortress's customer dedication to the resilient spirit of Hong Kong sports figures.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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