Cooperative Project - Camel

Campaign Strategy for Launching Camel’s New Sub-brand

Camel was established in 1932 and has since become a leading manufacturer and marketer of solvents and inks in China, Hong Kong and Macau. To target the young segment of the home market, a new sub-brand will be launched with new products, including bespoke paint, DIY paint sets and craft sets. The brand aims to engage people to decorate and transform their homes themselves while enhancing their DIY experience. To make the new brand relevant to young people, Camel tasked the students with market research and in-depth analyses and to propose an integrated campaign with a community strategy for the promotion of the brand and its products.

The students from this multi-disciplinary team were divided into two groups with different campaign directions – Artiste and Mastta. Team Artiste first identified a clear campaign structure, using short-term promotional ideas to increase brand awareness and drive the target audience towards a long-term consumer experience, resulting in future brand sustainability. The team developed a logo and tagline for the brand, ‘Come And Be An Artist!’, along with poster designs, a website, packaging designs, a mini outdoor promotional exhibition and a virtual museum, and proposed a flagship location for a permanent store.

Team Mastta’s design proposal was built on a bold, contemporary and vibrant tone and manner, with the tagline ‘Be Your Own MASTER’. The team proposed to launch the brand campaign in three phases: Phase 1 included a pre-launch promotion with interactive videos and the setting up of social media platforms; Phase 2 involved social media and in-store events; and Phase 3 featured an experiential store with furniture and wall painting workshops.

Both teams worked on new designs for the paint packaging and designed the kit sets with the necessary painting tools. They also produced 1:1 prototypes for testing and better visualisation.

Participating students include —

Advertising Design Year 4 students

CHAN Ho Tong, CHAN Yuet Ting, HUI Hoi Lun, LAU Tsz Lok, LEE Chun Lam and MAN Nim Lin

Environment and Interior Design Year 4 students

FANG Xinyong, LEE Ka Chun, LIN Renxian, PANG Man Lok, WONG Tsz Shun and YUEN Siu Faat

Product Design Year 4 students

TO Ka Wing and TO Wai Tsz

Project Tutor —

Francis Hung, Senior Teaching Fellow
School of Design, The Hong Kong Polytechnic University

Work-integrated Education in PolyU brings students together with real-world clients both inside and outside the classroom. Students’ fresh ideas, energy and passion lead to exciting opportunities for clients and collaborators. 
The Cooperative Project is undertaken as a compulsory subject in the first semester of students’ final year of study. Collaborators ranging from commercial enterprises to government departments and non-profit organisations work together with tutors to come up with design briefs that meet the needs of their target audiences.