Benjamin Li
Jan 16, 2013

Grey vows to avoid clichéd luxury images for new residential property project

HONG KONG - Having recently scooped Nan Fung Delevopment's new signature residential property project in Tung Chung, Grey Group has vowed to steer clear of typical images for the category, such as red wine, cigars, blondes, private jets and yachts.

Danny Mok
Danny Mok

Grey Group Hong Kong won the account after a two-round pitch against O&M, and a few local agencies late last year. There was no media pitch, but the client is in the process of deciding on a media agency for the project.

The residential development is located along the waterfront at Tung Chung and comprises nine towers with more than 1,400 units. It covers over 1.4 million square feet and is expected to be completed by the end of 2014. 

Raymond Lai, deputy general manager of the property department of Nan Fung Development, said: "Seeing the potential of Tung Chung as a strategic location with hundreds of billions of infrastructure facilities including the Airport, Asia Expo and the future Hong Kong-Zhuhai-Macau Bridge, Nan Fung believes that Tung Chung is going to be Hong Kong’s future gateway city, and we need an advertising agency like Grey to translate our vision through first-class communications."

In the property sector, Grey has previously worked on Pacific Century Premium Developments’ luxury Bel-Air residential development and Hong Kong Land’s Serenade in Tai Hang Road.

Danny Mok, the agency's CEO, pointed out that many property ads in Hong Kong have overused clichéd luxury images and that it was time to evolve and "bring a refreshingly different creative angle to promote the quality lifestyle in this new residential project".

Mok added that Tung Chung, which has not had a new large residential property project for the past eight years, is a ‘hidden gem’ in Hong Kong, due to its closeness to natural greenery, vibrant international community, 30-minute journey to Central and proximity to the airport.

 

 

 

 

Source:
Campaign China

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

8 hours ago

Polestar takes (subtle) aim at Tesla as EV wars heat up

The new OOH campaign from Forsman & Bodenfors is promoting big rebates for Tesla owners.

15 hours ago

WPP reports 2.7% revenue decline in Q1 2025

China continues to slip, recorded the steepest revenue dip among the agencies top five markets.

16 hours ago

Reaping Jumbo profits: How brands see a niche in ...

How did an animated film about an orphan’s journey to find courage become Southeast Asia’s highest-grossing animation? Smart product placement and brand collaborations played a key role.

17 hours ago

How ASICS India is turning footprints into funnel ...

From gait scans to geo-targeted ads, the sporting goods group laces together tech, retail, and events to chase India’s growing base of runners.