DDB, Tribal Worldwide Hong Kong Wins Host of New Clients
Tribal Worldwide Hong Kong has announced a host of new business wins following the appointment of Leo Tsui as Head of Tribal to grow and strengthen DDB Group Hong Kong’s digital offering.
In the five months since Tsui took charge alongside DDB Group Hong Kong Managing Director and Chief Creative Officer Carol Lam, the agency has signed agreements with a range of coveted global and local brands including Johnson & Johnson, Moët Hennessy, Invisalign, Hong Kong Tourism Board (HKTB) and AXA. In partnership with DDB, Tribal Worldwide Hong Kong will also work on the digital duties for new clients MPFA and Hang Lung Properties. The group has added an additional three clients in Hong Kong Airlines, China Mobile and Takeda, with the latter falling under DDB’s events arm Live.
“With the support of our fantastic team here in Hong Kong, we’ve put all of our weight behind winning new business this year. It’s very exciting to see our hard work pay off as we head into Q4,” said Lam. “Tribal Worldwide Hong Kong has never been stronger, and we anticipate many exciting announcements over the next few months as the team continues to build momentum.”
Starting in March this year, Johnson & Johnson appointed Tribal Worldwide Hong Kong as its digital agency-of-record to introduce Neutrogena’s new ‘See what’s possible’ platform across the region, followed by four new product launches.
The agency recruited more approachable role models in real students to convey the brand’s message, which encourages young women to embrace their dreams with confidence, and achieved a more than 200% increase in engagement.
Shortly after, Moët Hennessy partnered with Tribal Worldwide Hong Kong to drive consumption of its luxury spirit brands among younger consumers in the city. The launch project saw the pair work together to promote enrolment to the first-ever offline Hennessy Academy, driving appreciation of Cognac through exhibitions and workshops. A second collaboration, that launched in August, tasked Tribal Worldwide Hong Kong with amplifying Moët Hennessy’s ‘Its playtime’ platform, marking the spirit brand’s first foray into Hong Kong’s lucrative happy hour through a social media content strategy focused on Instagram.
Also in July, Tribal Worldwide Hong Kong took charge of driving awareness for Invisalign’s clear teeth alignment solution that corrects teeth without sacrificing personal appearance. The agency created a digital campaign engaging forward looking consumers with an interactive game powered by face detection technology, a breakthrough approach in a category that typically speaks to medical professionals only.
This month, the agency will gear up to launch the first of three new projects for the HKTB, followed by a number of digital projects for multinational insurance provider AXA in Hong Kong.
New business wins for the wider DDB Group Hong Kong include Hong Kong’s Mandatory Provident Fund Schemes Authority (MPFA). The group beat out several other agencies to own the project for announcing the new Default Investment Strategy (DIS), a ready-made, low-fee MPF investment solution for Hong Kong’s working population. Projected to launch at the start of 2017 with a teaser message to generate curiosity about the new investment solution, DDB will set out to change perceptions around the MPF system, and the importance of retirement planning – a great category challenge for the team.
Further wins for the group include promoting Hang Lung’s Halloween 2016 as the definitive destination for families to celebrate the festival, and raising Hong Kong Airlines’ perceived brand image to reposition the full-service carrier’s business class offering as a world-class service for the China region.
Finally the group also won the event activation duties for Japanese pharma company Takeda.