| Title | POWER UP |
| Brand | SCA TISSUE HK |
| Product / Service | TEMPO ICY MENTHOL TISSUE |
| Entrant | PUBLICIS HONG KONG, HONG KONG |
| Entrant Company: | PUBLICIS HONG KONG, HONG KONG |
| Advertising Agency: | PUBLICIS HONG KONG, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Mark Birman | Publicis Hong Kong | Executive Creative Director |
| Mike Chiu | Publicis Hong Kong | Creative Director |
| Pauline Tsang | Publicis Hong Kong | Creative Director |
| Bernice Fong | Publicis Hong Kong | Group Account Director |
| Luzia Tam | Publicis Hong Kong | Account Director |
| Robert Cheung | Publicis Hong Kong | Agency Producer |
| Araya Suriham | 1688 Films | TVC Director |
| Veerasak Kumpatioi | 1688 Films | D.O.P. |
| Kaylang Jino | 1688 Films | TVC Art Director |
| Palin Jearachatchawanwong | 1688 Films | Production House Producer |
| Sippanart Olarnsaritkul | Postsniyom | TVC Editor |
| Arash Lowni | Publicis Hong Kong | Digital Creative Director |
| Susan Chan | Publicis Hong Kong | Assistant Art Director |
| Andy Leung | Publicis Hong Kong | Assistant Art Director |
| Natalie Lee | Publicis Hong Kong | Copywriter |
| Khan Chung | Publicis Hong Kong | Digital Designer |
| John Wong | Publicis Hong Kong | Account Executive |
| Jocelyn Tam | N/A | Film Editor |
| Terdsak Janpan | Cine Digital | Music Production |
| Barry Ho | Saxophone Performer |
Rationale: Tempo Icy Menthol is a new, menthol-scented facial tissue. With its refreshing scent and clean, refreshing feeling, Tempo Icy Menthol gives people an instant lift. To launch Tempo Icy Menthol in Hong Kong, the agency created a campaign that could work equally well in any medium. The campaign theme was ‘Power Up with Tempo Icy Menthol’ and the execution technique was to rapidly speed up everyday scenes, people and objects from Hong Kong life. Once the campaign got going, it seemed as if all Hong Kong was energized by the product. Men, women, boys, girls, athletes, pets, individual body parts and even inanimate objects were depicted as being ‘Powered Up’ online, on TV, on Radio, in print, outdoors, in games, social media and in limited edition ‘Power Up’ products.
Powerful result: Sales of Tempo Icy Menthol facial tissues increased rapidly (just like in the executions) after the campaign launched. Facebook fans of Tempo Icy Menthol doubled.
Film: A series of Power Up videos were placed on YouTube channel, featuring interesting characters such as boobs man in frenzy of being powered-up. Print and Outdoor: In print, a special media buy placed the Power Up message in a cluttered section of the newspaper to imply Icy Menthol had Powered Up the surrounding ads. Meanwhile executions rolled across town on double-decker buses. Online (Via Facebook): ‘Power Look’: Fans could upload their portrait photos and create powered up hairstyles. ‘Power Hero’: Fans could vote for their favourite Power Up characters from the viral videos. ‘Power Audio’: Fans could test the power of their hearing in recognizing highly-accelerated sounds. Radio: The ‘Power Up’ theme was translated into the audio realm by rapidly speeding up the usual reports to extreme extents. Products: A series of products including Power Up T-shirts, Yo-Yos and stickers was invented to motivate lazy people to speed up.