Maxim's | Snowy Moon Cake Promotion | Hong Kong

Local below-the-line agency Igoo Communications has developed a microsite and road shows efforts to create engagements of the young and middle age group in Hong Kong. The campaign builds on the recent video-on-the-go frenzy of the youth culture and encourages people to upload their home video of how they enjoy Snowy moon cakes. The winning video stands a chance of winning a grand cash prize of HK$100,000. Other prizes include restaurant coupons and iPhones.

Bread-crusted moon cake are becoming less popular with the youth market. Ben Lui, creative chief of Igoo Communications, said the younger generation is turning to the Snowy moon cakes for the variety of flavours they come in and ‘coolness’ (Snowy moon cakes are served chilled). Creating a following for the brand is a major challenge, as competition is high wiith large food and beverage companies and even local restaurants selling their own variety of moon cakes.






Credits:
Project Snowy Moon Cake Promotion
Client Maxim's
Creative agency Igoo Communications
Chief creative officer Ben Lui
Executive creative director Jane Li
Art directors Bonny Lai, Swift Szeto
Copywriter Paula Lam
Media agency Starcom
Exposure Online, events