HKTVmall and Dodo Cheng encourage HKers to embrace a digital lifestyle

HKTVmall has unveiled a new campaign named “The queen of wet market” featuring local artist Dodo Cheng, encouraging Hongkongers to embrace a digital lifestyle. 

In a conversation with MARKETING-INTERACTIVE, a spokesperson from HKTVmall said the campaign aims to utilise the public awareness of Cheng, and her positive image to promote the convenience of the new service – Wet Market Express – to the public.  
 
“By visualising the convenience that Wet Market Express brought, we would like to attract new customers to start using the service provided by Wet Market Express and experience a digital lifestyle,” the spokesperson added. 
 
Running throughout August, the campaign features Cheng facing several obstacles while filming at the wet market, and demonstrating the benefits of using HKTVmall's Wet Market Express to shop online. The campaign is done in collaboration with Dentsu Hong Kong.

As part of the campaign, a welcome offer of HK$100 discount upon purchase of HK$300 will be offered to the new customers who place their first order under Wet Market Express.  
 
To maximise the effectiveness of the campaign, the brand has been promoting the campaign on all of its social media platforms and digital ad placement.  
 
Besides, it has been utilising its vast online-to-offline store network and fleet to enhance the promote efficiency, so it has also put up campaign posters in online-to-offline stores and on HKTVmall’s truck to jet up the exposure of the campaign.  
 
Furthermore, HKTVmall also organised activities on social media to give away "Mall dollar" to customers. 
 
The planning and promotion of this campaign were not only handled by HKTVmall’s in-house marketing team, but also done in partnership with an external agency.  
 
“HKTVmall is collaborating with Cheng for the second time since the first campaign in 2018. We are glad to invite Cheng to be “the queen of wet market” to promote HKTVmall’s new service – Wet Market Express,” said Ken Chan, director of business development and marketing.  
 
“Through the video ad, we would like to show that Wet Market Express is bringing a new lifestyle in which customers can get fresh food from the wet markets without going to the wet market in person to the public, allowing our customers to enjoy the convenience of online shopping. It aims to attract customers to transform their practice of purchasing fresh food in wet markets to online,” added Chan.

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