Mannings and DDB Hong Kong launch ‘Care More’ campaign to revive true Christmas spirit

Christmas is a time for giving. But in recent years, the true spirit of the holiday season seems to have given way to a kind of social consumerism. All too often, gift-giving is now more about the giver than the recipient.

Presents are often bought on the basis of how much, how new and how “posable”. Indeed, the number of “likes” a gift collects on social media seems to have become more important than how much it is liked and needed by the person receiving it.

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In light of this phenomenon, Mannings, partnering with DDB Group Hong Kong, has created a through-the-line seasonal campaign highlighting the true meaning of gift-giving: to show how much we care.

Yvonne Tang, Director of Sales and Marketing, Mannings Hong Kong & Macau, said, “The spirit of the holidays is often lost in the hype of new collections and Christmas sales. The tendency now is to spend more, think less. Our campaign speaks to the insight that Christmas is about caring and making deeper connections with people.”

Hong Kong’s No.1 health and beauty store, Mannings is the place to go for those who want to spend the time to look for something that is just right for a loved one. Its

thoughtful selection of wellness and personal care products, the most extensive in Hong Kong, offers a strong reminder that it’s not how much you spend, but how much you care.

According to Noc Choi, Growth Director of DDB Group Hong Kong, this is “not just another festive campaign. We focused on a cultural insight that not only sparked our creativity but enabled Mannings to give its product range an ownable, strategically sustainable new positioning: ‘Caring Products’. We believe only by rewiring the insight to both culture and business can we help create growth opportunities for Mannings.”

The ‘Care More’ campaign will launch with a thematic TVC to generate top-of-mind awareness. It features adorable child versions of The Three Wise Men who bypass the usual gold, frankincense and myrrh in favour of more unique, caring gifts bought at Mannings.

The TVC will work hand-in-hand with a strong activation idea to drive home the ‘care’ message at the point of sale – a specially designed series of Christmas cards which customers can buy for just $25 each at selected Mannings stores. Each card carries a witty headline expressing a warm holiday sentiment and is contextually linked to a specific gift, redeemable by the recipient of the card at Mannings on Boxing Day.

With this campaign, Mannings has also scored a first in Hong Kong retail marketing. MyTV Super In-Video is a new media format that allows seamless post-production insertion of an advertiser’s presence into TVB programmes – including in-situ products, TVCs, entire retail outlets and interactive digital banners – has been adopted for the ‘Care More’ campaign for a new level of effectiveness in strategic product placement. This has made Mannings the first retailer in Hong Kong to tap into the full potential of this innovative tool.

Almon Lam, Executive Creative Director of DDB Group Hong Kong, said, “We wanted to deploy a mix of insight, creativity and creative use of media to deliver a timely message, one that is particularly relevant these days, when thought and care are often replaced by expensive baubles and the latest gadgets.”

Credits –

Regine Tang, Senior Marketing Officer, Sales and Marketing

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