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re on the current moment. Thus, the creative objective of this campaign is to associate Mobile Softee with Hong Kong collective memory and to improve the brand association from “collective memory” to “current moment”.
Strategic focal point
The campaign’s strategic focal point would be illustrated as “Mobile Softee offers constant simple happiness”.

“Constant” hereby means that Mobile Softee will maintain its distinct style in the future. It can also be interpreted as a promise that Mobile Softee, as a Hong Kong culture representative, will always uphold the public’s memory and history. The “simple happiness” is proposed in view of common Hong Kong citizens’ stressful life. Yet Mobile Softee and the simple happiness it presents never melt away. Hence, the brand is naturally combined with simple happy life by local citizens.

位置声明

Positioning Statement
The campaign would locate Mobile Softee as an energetic long established local ice cream company, which is inseparable with the history of Hong Kong and the growth of the last few generations. It is a brand stands for simple happiness which could be positioned for local people at all the ages.
The positioning is generally based on Mobile Softee’s market status. In comparison with international brands, its products generally lack identifiable characteristics in terms of quality and taste, and with insufficient variety. Meanwhile, the price priority of Mobile Softee is not so obvious and the selling points are relatively less. Thus, the ice cream itself may not sufficiently attract the consumers. To exploit and accentuate its attached feeling, utilizing the existing favorable impression would be paramount to success.
大统一的思想
Big unifying idea
The big unifying idea of the campaign would be the unchanged Mobile Softee Van in the changing Hong Kong. Throughout its 40-year history, the Hong Kong public is familiar with Mobile Softee for its Soft Ice Cream. Based on our research, the blue-white-red van, however, is optimal to stand for Mobile Softee for its high average recognition of 70%.
The vehicles are not only the venue for ice cream business, but also the symbol to recall local residents’ memories of their previous purchase and to arouse their sensitive feelings for the vans, which explains why it is laurelled with the title of “Hong Kong’s collective memory”. Since the company has never executed any marketing activities or promotion, adoption of the familiar image of vans would be most beneficial to the procedures. The already highly-acknowledged image devotes to the vitality of the brand, whereas the novelty still exists for the trial of campaign. For all the outstanding merits of Soft Ice Cream and other products, the vans are nevertheless special for its simplicity and mobility. As the fundamental of the entire campaign, the vans provide linkage among other variables. The visual figure of the van, the acoustic “Blue Danube” played in it, the gustatory enjoyment of its ice cream and the positive emotional feelings provoked would all dedicate to the integration of campaign.

主题，图片，语气和态度
Theme, Image, Tone and Attitude
It can be inferred from the analysis that the theme and image we would like to present is basically warm and happy. With a portion of sensitivity, accompanied positive reminiscence is favorable to procedures of the creative tactics. Above all, sincerit