Oriental Watch Company rediscovers HK with multisensory campaign

Hong Kong watch retailer Oriental Watch Company has further developed its first branding campaign “Take Your Time" into four chapters. Devised by local creative agency Omelette Digital, the latest edition focuses on four senses – sound, taste, aroma and sight. 

Also known as "Take Your Time To Rediscover The City”, the latest campaign aims to remind the people of Hong Kong to magnify their senses and be inspired by the many facets of this city.

The campaign was kicked off by a teaser done in collaboration with surrealist artist SurrealHK, followed by four chapters of online videos, each featuring one of the senses and a special guest that can best tell the story from a local perspective.

MARKETING-INTERACTIVE has reached out to Oriental Watch Company for more about the campaign.

In the video “Take Your Time to Listen”, the veteran tram motorman Luk Man Wai recounts the iconic sounds of “Ding-Ding”, reminding us listening to the soft whispers of our city. The other three videos, highlighting taste, aroma, and sight, will be featuring the Tsui brothers from Milktealogy, local aromatherapy brand SOVOS, and neon light sign craftsman Master Wu respectively. The first two videos have already been rolled out, while the remaining two will be launched soon.

The campaign’s media strategy, also put forward by Omelette Digital, works in tandem with the creative idea to amplify the stories, with heavy reliance on a variety of local social influencers and independent media, including Hong Kong Reminiscence (香港遺美), Being Hong Kong (就係香港), Yau Tai Tung (游大東), Rice Zi (米紙) and many more. All of these partners are known for their flair, passion and dedication in rediscovering the local culture.

“Being a professional watch retailer, Oriental Watch Company has an exclusive perception on time - time isn’t just about the minutes and the seconds, it is about what has come out of it. And with a strong local root, we are in the perfect place to shed light on the beauty of this city. As an extension of our ‘Take Your Time’ platform, this campaign aims to view the concept of time through a different lens, provoking our audience to reimagine the past and the future of our hometown,"  said Anthony Tsang, head of marketing & digital (Greater China Region), Oriental Watch Company.

"From teaser to launch, we have been encouraging everyone to truly immerse themselves in the city’s vibrant culture. When you take your time and be mindful of what your senses feel, even a simple stroll around your neighbourhood could become the most mesmerising multi-sensory adventure,” he added. 

Last year, Oriental Watch Company launched its “Take Your Time” campaign aimed at helping the people of Hong Kong rethink the meaning of time and celebrate its 60th anniversary.  The campaign was the company's first campaign in a decade as Oriental Watch Company hopes to rejuvenate the brand.

Consisting of two 30-second videos, the campaign kicked off in late September and will be rolled out in several phases across online and offline touchpoints. The videos were launched on Oriental Watch Company's social platforms as well as the giant screen on the exterior of department store SOGO's at Causeway. 

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