Humourous or touching: Roundup of Father’s Day campaigns from brands in HK

This year's Father's Day saw families flock to restaurants and tourist attractions such as Victoria Harbour to bid farewell to one of the giant rubber ducks that have shortened their stay in Hong Kong, after normalcy resumed in the city following the pandemic.

Be it treating your dad a wonderful meal or taking him to a memorable place, it is that time of the year when families reunite and when children dedicate their love and appreciation to the fathers.

In celebration of the special day, brands in Hong Kong have also paid tributes to fathers around the world with their heartwarming campaign ideas. From Regal Hotels to Hang Seng Bank, brands have shown their appreciation digitally for mothers around the world on social media.

Let’s go through with some of the latest brand campaigns in Hong Kong MARKETING-INTERACTIVE has rounded up this Father's Day.

1. Regal Hotels

Regal Hotels has launched a campaign “Captain Daddy” on social media, display advertisement, banner and emails to express heartfelt gratitude to dads around the globe this Father’s Day.

Within the campaign, Regal Hotels features a "super dad" to take the lead and guide the way for his family. It aims to convey the message that fathers resemble pilots who will bring their family members on exciting journey and bring them home safe.

Furthermore, Regal Hotels also launched a flash sale of the buffet and flight experience and a special cake, available until 16 June. 

Philip Chau, vice president, group head of marketing of Regal Hotels, said: "A fun and meaningful campaign that is put together with heart. It is always great to have a campaign with a great story. Dads being the captain of the house, bringing us to new journeys and more importantly to always bring us back home safe. Very often, father's day does not get as much attention. So this time, we wanted dad to have some fun. The flight experience is the perfect unique fun time for dad, which matches up nicely with Captain Daddy tagline."

2. IKEA HK

3. Mazda Hong Kong

Mazda Hong Kong has introduced a promotional campaign inviting all stylish fathers to test drive a series of Mazda cars to celebrate this year's Father’s Day.

On 18 June, the first 20 participants who finished test driving can receive a perfume and an umbrella. Meanwhile, couples of new cars and second-hand cars were available on the same day. 

4. Cathay Pacific

We often hear the term "Bromance" (男人的浪漫), but not many have heard of "Fathers' romance" (老竇式浪漫). This year, Cathay Pacific has launched a humourous Father's Day campaign calling for all children to show some love to their "quiet yet reliable, proud yet admirable" fathers, who are always giving without asking. 

"On this special day today, even if he says he doesn't need anything, he'll surely appreciate the gesture from his children - take the chance to get him a heartwarming gift and be sure to pick something that puts a big smile on his face!" its statement on Cathay's Instagram said. 

The campaign also acts as an initiative to promote shopping items available on Cathay's shopping site including watches, briefcases, perfumes and wine. 

5. Hang Seng Bank

On the other hand, Hang Seng Bank created a heartwarming video montage of 100 staff members and their families to bring treasured moments to life. Participating staff in the video shared the fondest memories of their fathers and some joyfully recalled the memories as they became fathers themselves.

Apart from internal staff, Hang Seng Bank invited audience to share the scenes which remind themselves of their special bondings with their fathers to engage with a wider audience.

A check by MARKETING-INTERACTIVE saw the post has garnered 51 likes, three comments and eight reposts, with some netizens saying that it is an interesting idea, while some said the campaign is touching as it includes various family photos. 

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