SHK taps CNN for high-value push

By James Murphy, Media Asia 18-Nov-05, 09:35

Property developer Sun Hung Kai (SHK) has rolled out an integrated push aimed at the territory’s elite, which highlights the value-added proposition of the new Harbour Green development in West Kowloon.

Titled 'CEO Living', the campaign is spearheaded by several TVCs, and is supported by print, outdoor and online. Among the key features being promoted, is the CEO Clubhouse, which serves as a focal point for residents of the five towers. It also includes what SHK chiefs say is a first: a dedicated CNN lounge where residents can stay in touch with the latest news and finance developments, and a banquet facility staffed by French Michelin three-star chefs.

"For CEOs, they're the best type of people to be exposed to the best opportunities in the world," said Edgar Yang, SHK marketing director. "The CNN lounge is something that they will never stay away from, because they have to be information driven. They also enjoy good food because they want the best they can have after working long hours."

The CNN-focused spot opens with stylistically-shot black and white images, and narration from a CEO proclaiming 'the more you know, the more you know you don't know.'
As the TVC progresses, shots of the CNN branding are used in rapid succession, with a second voiceover describing the facility as 'the first CNN residential lounge in the world offering unique programming and worldwide information access'. It ends with a close-up of a man's face, asking 'Are you ready?'
The Michelin spot is shot along similar lines, beginning with French narration and black and white images. The TVC then moves into colour with a more upbeat feel, featuring shots of the French Michelin three-star chef, before finally concluding with the same question.
"When you consider buying a place, you want something you haven't seen before," said Yang. "We are trying to make sure (consumers) understand that we have something that they can pay for, which has value."
The creative work was developed in-house, and will continue to run for the next two weeks.