跟足全情|RTHK TIMES
BACKGROUND & SOCIAL PROBLEM
Hard to get a cleaner and informative perspective from overwhelming entertaining news
The media in Hong Kong has been focusing on delivering fast and entertaining news. Unavoidably their handling on news materials and presentations would be dramatized and partially judged. It becomes harder for the public to look at social issues from a clearer and informed perspective.
AIM
To encourage the public get a comprehensive picture before they make judgement on social issues.
STRATEGY
Get general public ( Specially college student )
to stay wise on social issues
by telling them a patient media helps them see things in a comprehensive picture
ADVERTISER
RTHK is a public media ( non-profit making ) that highly independent from government. RTHK (Times) has been well reputed on producing credible, impartial and comprehensive programs.
CREATIVE IDEA
跟足全情 See through
Rational
We never able to ensure if our media take side, so judgement is our last resort. Yet, if entertaining news is really too tempting to avoid, why don't we also read high credible reports to make sure our minds are well-balanced? Just like the case if we had a big portion of delicious fatty food, we will also eat salad or vitamins as supplement. RTHK ( Times ) is definitely vegetables in media area. But RTHK ( Times ) needs a brand position. Its brand image is vague, although it owned high credibility on quality in-depth reports.
Positioning
In this project, I tried to find out its unique position among competitors. Through researching, I realized RTHK usually studies a topic for over 10 years, covered topics from individual level to social level. The extremely long- time-study shows RTHK's professionalism on studying a topic through. In which, their insistence is irreplaceable. Supported by these findings, "跟足全情 See through" has been set as its brand position.
The four characters in chinese tells RTHK's comprehensive attitude. The depth and the comprehensiveness not only make the brand credible but also the professionalism that public look for.
What is more, the unique identity of non-profile making independent organization highly supports their impartial ground.
Chinese Copy:
A pun has been used on the last word, in order to put the benefits "long time study" and "informative" upfront.
The statement has self-explained the reason to believe to audiences.
IDEA EXECUTIONS
Phrase 1 | Promotion - TVC commercial
Wait 30s TVC
Listen 30s TVC
Strategy and Objective:
Feel RTHK's patience -
Projecting RTHK's traits on a person's behavior would let audience get the idea, RTHK is a patient media, easily. Daily happenings is close and real to them, it helps transmitting the message effectively.
Phrase 2 | Information - Prints
Strategy and Objective:
Impressed by RTHK works-
After felt the traits, we need fact supports.
Listing out the high volumed reports on a single topic done by RTHK demonstrates its insistence over decades. No joking, studied a topic over and over for 10 years.
Phrase 3 | Experience - Ambient-
Train-Long-Ad
(
Click to enlarge )Close-up:
Strategy and Objective:
Did you judge early?
After gone through "to feel" and "impressed by facts", time to EXPERIENCE it.
A10-years-studied real story " Growing path of a kid genius" has been printed along the train platform.The story has been written in one very very long sentence, covering from the front to the end of train platform. People who is patient enough would go through the whole life of the studied genius. Genius is expected to have a smooth and successful life. This is what you see if you stop reading in the middle.
In advantage of social stereotyping on genius, this ambient advertisement would successfully create the experience on "don't judge too early", be patient to see the whole story before you judge.
For more information :
Exhibition:
Undergraduate Final Year Project in April 2013
