HOYTV LAUNCH
CAMPAIGN
HOYTV, formerly known as OpenTV/Cable TV, is one of the most prestigious and historically significant television broadcast stations in Hong Kong. In a strategic move to attract a younger demographic, the company has recently undertaken a comprehensive rebranding initiative, changing its name to HOYTV.
Recognizing the importance of effectively communicating this transformative change, HOYTV has approached our agency to develop a 360-degree marketing campaign. The primary objective is to raise widespread awareness around the new HOYTV brand and its evolved proposition. Through a multifaceted approach spanning various marketing channels, our aim is to engage both existing and prospective viewers, positioning HOYTV as a dynamic, forward-thinking media platform that continues to build upon its rich legacy while embracing the evolving preferences and expectations of the modern audience.
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Marketing strategy
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Tagline & copywriting
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Creative direction
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Photoshoot
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Design execution
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OOH Strategy
SCOPE
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We came up with different visuals representing different daily moments where Hong Kong people can enjoy HOYTV program, to highlight the different use cases HOYTV can play in people's daily life
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For example during OT work, during dinner, during party etc, while playing around with the word “開 and HOY” to amplify the new name from 開電視 to HOY TV.
HIGHLIGHT
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Successfully delivered within a extremely tight timeline of 1 month, from initial planning, to creative direction, to casting, to shooting, to layout design to adaptation
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Created huge buzz around town
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Selected as top campaign by POAD and was used as a showcase for future campaigns
IMPACT
