Sphere
#40
2016
20
Communications
In Your Head :
Marketing
Viral
On rare occasions, the stars align for marketers
and they have a campaign that, in the modern
parlance, goes ‘viral’. Viral in a good way. Viral, as
in, people can’t help but share it with their friends.
Marketing Focus
ometimes, a piece of art or even advertising spawns
a thousand modified forms as people add their
creative energies to the original and then share
those. In the modern era, sharing is as easy as
posting to your social media account, but in the
past, it may have been through a catchy phrase or a song that
‘everyone’ knows.
People are familiar with the term ‘viral’ now, but CK Hutchison
companies have, for decades, found ways to create contagious
messages that stick in people’s heads and prompt them to share!
In the Group’s birthplace, Hong Kong, its retail branches have
had numerous successful campaigns that mark each generation.
People need only the slightest of prompts to recall at least one
CKHH advertising campaign from their youth.
Recent successes in European mobile phone marketing have
their antecedents in CK Hutchison’s past. It raises the question:
How can advertising transcend ‘the pitch’ to become a social
phenomenon?
S
