HKTVmall showcases diversity of 50 mothers in latest publicity stunt

Hong Kong Technology Venture Company's eCommerce platform HKTVmall has unveiled a citywide campaign featuring 50 real-user mothers, aiming to bring its vision of a trusted, mother-endorsed shopping experience to a diverse consumer base.

Also known as “Mom-certified!”, the campaign is taking a different approach by teaming up with real mothers to make HKTVmall their go-to shopping destination. It kicks off with an all-encompassing promotional push across all MTR stations in Hong Kong. Starting from November, HKTVmall has dominated 58 MTR stations, with over 3,120 MTR advertising lightboxes and 23 wrapped trains. 

Done in collaboration with creative agencies Saatchi & Saatchi and MSL Hong Kong, the campaign is a distinctive initiative that starts from 2 November, rallying 50 mothers from various backgrounds. The campaign showcases the diversity of mothers across different sectors, painting a comprehensive picture of the modern housewife.

Among the leading figures is Lisa Yam, who is known for her TV cooking shows as Mrs. Fong (方太). Fong has made a distinguished appearance to spearhead HKTVmall's promotion, highlighting she is a dedicated mother instead of a star chef.

The lineup also includes mothers of local boyband Error's member 193 and actor Kaki Shum, actresses Manna Chan (陳曼娜) and Helen Ma (馬海倫), finance columnists Chin Cong C (千頌C) and Agnes Wu (胡孟青), veteran talent acquisition expert Alison Cheung (Son姐), and multimedia host Karen Cheng (鄭萃雯).

Often mistaken by netizens for a man in disguise, Chin Cong C chose to debunk these misconceptions through the campaign, authentically revealing herself as a mother. In the campaign's visuals, she wittily praises HKTVmall's services while humorously distancing herself from its publicly-traded entity, stock no. 1137.



Apart from the launch of MTR lightbox advertisements, a series of social media campaigns will gradually roll out, aiming to fill every corner of Hong Kong with “Mom-certified!” endorsements.

Bolstered by the endorsement of 50 authentic mothers, the campaign is backed by a HK$300 million investment to provide every HKTVmall user vouchers valued at HK$3,000, aiming to evolve HKTVmall from being 'Mom-certified!' today to 'Hong Kong-certified!'.

Ricky Wong, group CEO of HKTV, said: “As an industry player in ‘eCommerce’ and ‘technology exploration’ in Hong Kong, the group has been dedicated to promoting the development of Hong Kong’s online shopping industry, with the goal of ‘improving and popularising quality life of human being’. This campaign serves not only our online customers, but also draws momentum to the offline stores of our retail partners, aiming to contribute to the betterment of different stakeholders of the Hong Kong society.”

Among the diverse group of 50 mothers in our campaign, each mother brings her own unique strengths, said Jelly Zhou, chief executive officer (Hong Kong) of HKTV, "but we all share one superpower in common - the ability to deploy our 'sharp eyes' after a long day's work, ensuring we select the most cost-effective groceries in the market."

"As a mother myself, I fully understand the challenges involved. Therefore, our platform aims to ensure the freshest and most affordable groceries are made easily accessible, helping all households alleviate their daily hassles. This commitment to ease and quality, in essence, makes us a 'Mom- certified!' online shopping destination for everyone," Zhou added.

The campaign has also challenged conventional norms and pushed the boundaries of creativity. Alexis Chiu, group managing director of Saatchi & Saatchi, said, “In this campaign, we prove that innovation does not always have to be digital or media-first; it can also be found in reinventing the way we use traditional media. Instead of relying on celebrities, we've handpicked 50 influencers – a mix of celebrities and real mothers – to make authentic connections by telling each individual mother's story, linking their experiences with HKTVmall and their families' daily lives."

MARKETING-INTERACTIVE has reached out to HKTVMall for more information.

Don't miss: HKTVmall and Shoalter Technology join hands to launch independent eCommerce platform

Back in April, HKTVmall and the group's tech arm Shoalter Technology joined hands to launch an independent eCommerce platform “HKTVshops”, in an effort to assist different types of local and international retailers and brands to diversify the operation of their online businesses.

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