To curse or to cherish? How Hong Kong’s brands can conquer the COVID-19 challenge

Brands in Hong Kong are grappling with prolonged disruption to business thanks to the COVID-19 outbreak which comes in the wake of anti-government protests – TBWA’s Terence Ling offers some key advice for marketers.

Why it matters

Hong Kong has tapped into its significant fiscal reserves of more than HK$1 trillion (US$128.2 billion) in a bid to jump-start a recession-hit economy now compounded by the coronavirus outbreak. As consumers look for stability and assurance, brands must ensure that their actions convey empathy and inspire trust.


  • Brand behaviour trumps brand advertising any day, even more so on a rainy day, focus on ‘what to do’ instead of ‘what to say’.
  • Empathising with cultural values is a more powerful form of emotive-communication than relying on humour.
  • Using the right data and a...

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