HONG KONG (AdAgeChina.com) -- Svenska Cellulosa Aktiebolaget Group (SCA) turned to digital media to launch applewood, the latest fragrance in its line of Tempo pocket tissues, in Hong Kong, where ads for the brand have become cult favorites among consumers.
A Tempo mini-site, www.tempoapplewood.com, invites consumers to submit stories that relate to the campaign theme "Unexpected Happiness." Visitors to the site vote on submissions and the winning story gets the prize of an "unexpected trip" to one of three places--the Japanese island Hokkaido, Vietnam's Ho Chi Minh City or Bali.
Tempo also created two 20-second commercials to promote the fragrance. The lighthearted ads show moments of unexpected happiness. In "Mark Six," a man ecstatically jumps to his feet when the winning lottery numbers are drawn on television. In "Bouquet," bridesmaids jostle to catch a bride's bouquet. At the end, the source of happiness turns out to be the scent of applewood tissues.
In the first two weeks, the site has received over 29,000 unique visitors and 53,000 total visits in a city with about seven million residents. Users have submitted 1,163 stories and cast 36,000 votes. About 40% of traffic was driven from offline ads, 40% from online ads and 20% from social media links.
"The site visits and participation rate and number of votes are high compared to many other online campaigns from leading brands in the Hong Kong market with much larger budgets," said Sue McCusker, general manager of Publicis Worldwide, Hong Kong, which handles creative for Tempo. Omnicom's PHD division coordinated media planning and buying.
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