24 Storage and Kenneth Ma invite HKers to think beyond decluttering

In celebration of its second anniversary, Uni-China Group’s storage business 24 Storage has invited local actor Kenneth Ma to be its brand ambassador, and rolled out a brand campaign to highlight its upgraded storage services.

In a conversation with MARKETING-INTERACTIVE, Agnes Lung, executive director and group chief marketing and digital officer, Uni-China Group, said Ma was selected as 24 Storage's brand ambassador as he has a positive image that resonates across various age groups. 

"His strong connection with our target audience, combined with his authenticity and relatability, makes him an ideal representative of our values. Ma's presence will help foster trust and generate interest in our brand," added Lung.

Meanwhile, Ma is also celebrating his 24th anniversary in the entertainment industry, which coincides perfectly with the brand, 24 Storage, in 2024.

"This alignment is not just a coincidence; it symbolises a shared journey of growth and evolution. Additionally, Ma’s versatile image for representing our brand, his ability to convincingly portray a wide range of characters showcases his talent and strength, making him the perfect spokesperson to embody the values of 24 Storage," Lung explained.

Ma was also chosen to front the brand's latest campaign, which saw him transform into various characters including toy collector, cosplayer and all-rounded tools king, utilising 24 Storage’s individual storage services and co-working space.

Within the campaign, Ma demonstrates his acting skills when transforming into different characters, and highlights the importance of going beyond the boundaries of space.

Running for six weeks from today, the commercial film will launch on YouTube and Meta, utilising a multi-channel approach to engage diverse audience segments effectively.

Also known as "Don't let space limit your imagination", the campaign aims to build brand love for 24 Storage as it celebrates its two-year journey and the opening of its 39 shops.

"Now it's the perfect time to connect with our target audience by promoting our unique value proposition: we are not just a place to store your belongings, but a space that helps you achieve your dreams. Through this campaign, we aim to strengthen our brand identity and foster deeper relationships with our community," added Lung.

Done in collaboration with creative agency Hungry Digital and PR agency The Bridge Agency, the campaign targets diverse range of audiences, encompassing both B2C and B2B segments, said Lung. "We cater to individuals of all ages, from the young to the elderly, and meet various storage needs, including document storage, bike storage, home moving solutions, and wine cellars, among others."

As 24 Storage celebrates its second anniversary of establishment, it aims to elevate its brand presence and highlight its unique value proposition, said Lung.

"Our strategy focuses on differentiating 24 Storage by meeting diverse customer needs. We offer more than mini storage service; our value-added services include shared smart workspaces, activity and leisure Areas, and VIP personalised parcel collection and delivery services."

The campaign also aims to educate customers that storage is not just for decluttering; it’s a space for pursuing dreams and fostering business growth.

"Our expansion targets both individual consumers and startups to SMEs, ensuring we cater to a broad market spectrum. We take pride in delivering a five-star environment and exceptional customer service, reinforcing our commitment to our valued customers," added Lung.

By employing targeted digital marketing strategies, the company aims to maximise reach and impact across every district in Hong Kong.

"We employ AI to develop contextually relevant creative tailored to local audiences, ensuring our messaging is relevant and compelling through data segmentation and audience profiling," said Lung.

Additionally, the brand will deploy dynamic advertising across various transportation modes, including trams, buses, and light rail, to enhance visibility and brand recall. "This integrated approach will create a cohesive brand experience that captures attention and fosters meaningful connections with our audience," added Lung.

To amplify the campaign reach, the first 50 consumers with the number "24" in their HKID card number, will receive 24% off on storage rental orders. 

"With the incredible potential of digital transformation and the opportunity to break new boundaries, we refuse to let our imaginations be confined by space limitations. I’m really excited to take on the challenge of leading this fun makeover of our storage business!" said Lung.

"Our campaign aims to build brand love as we celebrate our two-year journey and the opening of our 39 shops, promoting our unique value proposition: we are not just a storage solution but a space for achieving dreams. Our full-funnel strategy encompasses everything from top-of-funnel awareness to lower-funnel lead generation through performance marketing. With a strong focus on AI-generated personalised content, we aim to engage our diverse audience across Hong Kong, including both B2C and B2B segments,” she added.

"Living and working space has always been a challenge for many in Hong Kong, leading to a crowded mini-storage market driven by fierce price competition. However, 24 Storage took a different approach. It goes beyond providing extra space for belongings - 24 Storage offers room to explore passions and nurture entrepreneurial dreams. This vision inspired us for the premise of this brand campaign. It’s more than just storage; it’s about unlocking the potential of your ambitions," said Rudi Leung, founder and director of Hungry Digital.

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