Street posters 'seeking initial aspirations' part of guerrilla marketing stunt for Jeffrey Ngai's new song

Hong Kong singer Jeffrey Ngai (pictured left) has made clarifications on his latest promotional campaign after photos of street posters titled “urgently seeking our initial aspirations” have gone viral across social platforms.  

Done in collaboration with local PR agency The Bridge Agency, the recent street promotion campaign primarily aims to promote the singer’s second plug - “遺忘了初心的我們” （Are We Still Together?） and encourage people to rediscover and reconnect with their initial aspirations.

“Urgently Seeking Our Initial Aspirations" was created Mr. Jack, who has gradually lost his initial aspirations due to changes in his life. He sincerely hopes someone can help him regain this precious initial aspiration. By creating a dialogue around this theme, Ngai hopes to inspire individuals to reflect on their goals and ambitions, ensuring that these cherished dreams are not forgotten amidst life's constant changes.

The campaign leverages the power of guerrilla marketing by placing creative street posters on various high traffic locations, such as Tsim Sha Tsui, Causeway Bay, Mongkok and Kwun Tong, that captures attention and sparks curiosity. The mysterious "Mr. J" persona included on the posters helps to generate buzz and online discussions, amplifying the campaign's reach.

Thematically aligned with Ngai’s new song “遺忘了初心的我們” （Are We Still Together？), which was released on 21 April, the street promotion campaign has created buzz on the internet, fuelling social media shares and user-generated content. A check by MARKETING-INTERACTIVE saw on Ngai’s Instagram that some netizens praised the PR and marketing stunt used in the campaign, while some said they look forward to hearing the new song.

On the other hand, Ngai also reposted the messages strangers sent to Mr. Jack, “Have you forgotten something? What we have seen through this campaign is the huge amount of love from HongKongers – even if we have not met each other. When we grow up we gradually lose innocence and simplicity in our lives. But it doesn’t matter, we can look for it together,” Ngai said on his Instagram post.  

Don't miss: Fighting couple at Tai Po part of guerrilla marketing stunt by TamJai SamGor

This is not the first example of brands using guerilla marketing to promote their products. Back in last September, TamJai SamGor has made clarifications of its latest promotional campaign after videos of a couple fighting vigorously in Tai Po went viral.  This comes as a couple were seen fighting violently in front of TamJai SamGor’s Tai Po store on 26 September, of which the woman was using martial arts techniques such as scissor kicks and arm throw. Then a staff from the restaurant came out to mediate between the two and attempted to calm them down.

Videos of the incident have gone viral with many questioning if the two were filming an action movie or if the fight was actually real, a check by MARKETING-INTERACTIVE saw on Facebook forum “香港米線關注組”.  Social monitoring firm Meltwater saw a total of 130 mentions over the past two days.

Related articles:

Tiger beer's failed attempt at guerrilla marketing