Zespri, global marketer of kiwifruit and advocate of active lifestyles, has joined hands with soccer star Matthew Or and local celebrity Sarika Choy to co-host a “delightful and interactive” ad campaign, in line with the brand’s motto “Say yes to possibilities”. The campaign aims to encourage everyone to say yes to challenges and pursue seemingly impossible dreams, at the same time supporting local sports talents and giving a strong boost to the Hong Kong soccer team.
In the campaign video, Or starts off by proclaiming his passion that might have surprised Choy a little, “I like soccer more than girls”. The fun duo exchanged their first impressions towards each other and dived deeper into Or’s “Say yes” attitude including entering the World Cup with his team.
Apart from chitchats, they also play small games such as scooping out kiwifruits and audiences can interact online by commenting creative quotes and sharing favourite video moments to win Or’s signed jerseys.
In terms of mediums of promotion, the campaign will be running across Instagram, Facebook and website of Zespri. The agency behind the work is densu international HK, while the media agency of the project is Mindshare HK.
“I am a Hong Kong-New Zealand mix, born and raised here. I hope to make history with Hong Kong, and I believe with my teammates I can embrace and Say yes to any stress and challenge on the way,” Or said.
“Rather than just being a delicious Zealander fruit on your plate, Zespri is an everyday companion to bring wellness, energy and joy.” said Roby Leung, marketing director of Zespri International. “And just like Sarika and especially Matthew, who’s also from New Zealand, we also call Hong Kong a home. And we are all up for Hong Kong’s upcoming triumphs in sports,” Leung added.
“We want to make Zespri’s campaign lively and culturally relevant so that it can really lead audiences to feel the brand’s energy, instead of thinking it as just a kiwifruit they see in the supermarket,” said Alfred Tam, senior digital art director of dentsu Interntional Hong Kong. “We created easy to consume game-show like content and appointed Matthew and Sarika who are exact personification of Zespri to help visualise the ideal lifestyles the brand wishes to introduce.”
A source: https://www.marketing-interactive.com
