Faced with a small budget for a small car, German car maker Daimler turned to guerrilla marketing to promote its Smart compact car in Hong Kong this month.
Given the high density of the Chinese territory, "the Smart Car is the perfect urban vehicle for Hong Kong, small enough to fit in any parking space, but not limiting to your lifestyle," said Sue McCusker, general manager of Publicis Worldwide in Hong Kong. The agency created the campaign, called "Smart: More space for life."
Daimler is demonstrating the car's benefits by parking it in areas with high foot-traffic in a standard-sized parking space, and using the remaining space for lifestyle activities like playing table tennis and practicing yoga.
Pedestrians can participate in the activities, interact with the car, take pictures and even climb inside the car. (View one of the demonstrations on YouTube.com.)
"The events are not just about showing people the car's size, they demonstrate how urban mobility adds to lifestyle," Ms. McCusker said. "It's fun, relaxed and not hard sell. It's creating an attitude for the brand."
Most recently, he was marketing & business development director, Asia at Group M's Mindshare media division, also based in Hong Kong.
Invest Hong Kong (InvestHK), a government-backed investment promotion agency, has appointed M&C Saatchi's Hong Kong office following a five-way pitch against Trilogy, MJ Design, Fluid and Moni-Media. The agency will help InvestHK refresh its marketing message and Hong Kong's commercial allure amid the global financial downturn and growing competition from other Asian business centers.
The effort will include print and digital ads, events and collateral materials, says Simon Handford, exec creative director and managing director of M&C Saatchi, Hong Kong.
In a statement in June after signing an initial agreement to buy the Hummer brand, Tengzhong said it would complete the transaction in the third quarter of this year.
"There is no change to that schedule and the deal will be closed before the end of September," said an executive at Brunswick Group, Tengzhong's PR agency.
The Brunswick executive also confirmed that Tengzhong is still seeking approval for the Hummer deal from different Chinese government groups. The Ministry of Commerce, responsible for regulating overseas investments by Chinese companies, is inclined to approve the deal.
But the National Development and Reform Commission, which wants to encourage energy efficient vehicles, is against a domestic company buying a company with Hummer's image as a gas guzzler, he added.
As the highest economic planning agency, the commission can approve or turn down auto manufacturing projects in China. Therefore, its endorsement is crucial since Tengzhong wants to build Hummer vehicles in China.
In the first half of 2009, 250 Hummer vehicles were sold in China, down 13% year-on-year, according to Automotive Resources Asia, a unit of J.D. Power.
--by Yang Jian, the managing editor of Automotive News China
Tht will make China the biggest telecommunications market in Asia, overtaking Japan.
China added 71.2 million new mobile phone subscribers in 2008, roughly 12% of all new mobile phone customers worldwide. China was second only to India, with 113.3 million net new subscribers, said Pyramid Research analyst Daniel Yu.
The Havas-owned agency has also hired Billboard Kwok in Shanghai as managing director of Euro RSCG 4D, which handles the agency's digital, customer relationship marketing and new media activities. Previously, he was chief operating officer of iCoupon, a local mobile media company. Before that, he spent 13 years at Ogilvy & Mather in China.
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