Wong To Yick Wood Lok Oil — a well-known brand with 50 years history. However, the timeworn image of Wong To Yick has held the younger generation from using them. The task of us this time was to rebuild the image of Wong To Yick. We decided to start it with the blue-collar, Wong To Yick has never forget the grassroots labours who seem insignificant but with great contribution to Hong Kong. In the slogan, ‘ if this road is blocked, then open again with both hands’. Wong To Yick showed their support and the gratitude to the blue-collar’s contribution for Hong Kong. The advertisement of Wong To Yick had spread through Hong Kong different districts to encourage Hong Kong workers. This advertisement had made the brand to become more energetic and a nutrition for Hong Kong people.
After releasing the new advertisement, WTY Lock Ointment gets rid of the “elder” image. To further revive the brand, we held a crossover event called “WTY Lock Ointment Hong Kong Streetathon” with HK Streetathon. This was not merely a marathon, but also a happy carnival to fill WTY’s image with unprecedented energy and strength. WTY values the health of every runner, hence taking the role as a health ambassador for the whole event, setting the cheering point at the start and finish line, to provide runners with a professional massage service, enabling the runners to feel the functions of how WTY Ointment works: relaxing the muscles, promoting blood circulation and relieving pain. This event unexpectedly brings the client a significant breakthrough. The popularity of the cheering point exceeded our expectation, and it was more welcome for major young runners. It proves that young people do not mind the smell of Lock Ointment, but care about the functions. This experiment provides the client with a new positioning. We connected Lock Ointment with sports, as the main body for the upcoming advertisement for the brand image. This is to reach into a younger market, further jump out of the box, and revitalize the brand.