Promise’s Diva Rookies

“Promise, the loaner originated from Japan, is one of the market leaders in Hong Kong but faced a drop in demand because consumers held back their life plans.
To reach more prospects, for the first time in the brand history Promise allowed HKers to select their own “Promise Girl” – the most recognizable spokesperson identity in town.
Promise’s Diva Rookies is a content centric idea, which we invited multiple content partners from very different backgrounds – ViuTV (local TV station), FH Production & Arm Channel (YouTube Channels), Dear Jane (artist), Girls Style & Weekend Weekly (online publication) to create a vast array of content under the same idea umbrella. From game shows, reality shows, social media live events to in depth interviews, each Diva were showed different faces to HKers, called for votes and presented various brand attributes of Promise.”