Benjamin Li
Jul 10, 2013

Fortune Pharmacal sponsors ‘secret tour’ to find local stories

HONG KONG - Fortune Pharmacal is sponsoring a ‘secret tour’ to find fortunate life stories in local neighbourhoods, an initiative that fits with its brand strapline, 'Fortune comes to those who take an extra step'.

Fortune Pharmacal sponsors ‘secret tour’ to find local stories

Stephen Chung, director of Secret Tour HK (香港的), told Campaign Asia-Pacific that since it debuted on 10 June, the Fortunemap site has collected more than 300 stories from 100,000 visitors. Those who make a guess on the district with the highest number of fortunate stories uploaded can gain ‘mileage’ to join the company's ‘secret' tours and stand a chance of winning a Galaxy S4 smartphone.

Secret Tour HK is part of The Bees, a creative group founded by former GroupM Hong Kong CEO KK Tsang.

Because taxi drivers listen to many stories each day, the campaign has also lined up four taxi drivers, who carry pads of paper that are used to gather fortunate and positive stories which are later shared on Fortune Pharmacal's Facebook site. This received earned media coverage in Next Media's Action news (left).

Secret Tour initiated the effort by contacting Fortune Pharmacal, through referral, to sponsor us, as they have been doing a lot of traditional media advertising, our proposal of the ‘fortune map’ fits their brand experience and ties into their long-standing brand spirit, 幸福要走多步 ('Fortune comes to those who take an extra step') .

This coming Saturday, Secret Tour has organized a 20-person tour to visit local shops in North Point, where Chung promised the shop owners will have uplifting stories to share about their struggles.

The agency has also organized a charity component, teaching underprivileged children in Po Leung Kuk multimedia and tour-guide skills so they can lead their own 'secret' tours in their own neighbourhoods.

Chung said one of the major objectives is to make some positive changes in society, "as it is so common nowadays that people just project their negative sentiments in the cyberspace on Facebook and online forums."

Source:
Campaign Asia

Related Articles

Just Published

1 day ago

40 Under 40 2024: Hajar Yusof, Naga DDB Tribal

Hajar’s initiatives reflect her commitment to innovation, diversity, and leaving a lasting legacy in the industry.

1 day ago

Moo Deng says hands off unless you’ve washed up

Lifebuoy’s new campaign introduces a fresh face in hand hygiene, pairing AI with playful reminders to help keep those paws—er, hands—clean.

1 day ago

The CMO's MO: Hyatt's APAC marketer on the power of ...

"Focus means saying no to 100 good ideas and saying yes to the great ones." Hyatt’s Tammy Ng shares how lessons from Steve Jobs and James Dyson are guiding her approach to personalising guest experiences.

1 day ago

Trump’s victory isn’t just America’s crisis—it’s a ...

Make no mistake—2024’s US election was a calculated exercise in marketing from beginning to end, revealing a striking alignment with the very principles that drive our industry.