The agencies joined forces to win the creative pitch, which took place in early February and also involved two undisclosed 4A agencies. The winning pair was notified in mid February and will start working on the account immediately.
A spokesperson for Hakuhodo Hong Kong revealed that more than US$2 million has been earmarked for the advertising and production costs for this 2012 campaign. The project boasts hotel-style apartments in a low-density neigbourhood with mountain views.
The new account win comes on the back of good performance by both agencies done for Cheung Kong’s previous residential project, Oceanaire in Ma On Shan, which they won back in 2010.
According to the Law Society of Hong Kong, the government wants to crack down on misleading overstatements about floor space for new buildings and off-plan projects by unscrupulous developers.
Under proposed rules, developers will have to produce a sales brochure on each property available at least seven days before sales begin. The brochure will have to provide the net saleable area of the property and will not be allowed to contain artist’s impressions of the development.
The maximum penalty for misleading the public is expected to be a fine of US$644,000 (HK$5 million) and seven years in prison. The legislation is expected to be passed in the first quarter of 2012.
Reported last September, Hakuhodo Hong Kong has replaced long-term incumbent Asatsu DK, winning the Japan National Tourism Organisation's (JNTO's) ‘Visit Japan 2011-2012’ campaign creative account, after a 7-way pitch in Tokyo.
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