Madame Pearl's 70th anniversary — idea to launch.
For the 70th anniversary of Madame Pearl's (珮夫人) — Hong Kong's No.1 cough brand for 16 years running — Hypertree ran the entire campaign end to end: the idea, the casting, the TVC production, and an integrated ViuTV, TVB and MTR media buy. It's the largest campaign we've delivered.
A 70th anniversary worthy of a household name.
Madame Pearl's has been a fixture of the Hong Kong medicine cabinet since 1954 — the city's No.1 cough brand for 16 consecutive years. For its 70th anniversary, the brief was to celebrate that heritage and stay top-of-mind with a new generation of parents, without losing the trust built over seven decades.
The answer had to be more than an ad. It needed a single idea carried consistently across television, streaming and the daily commute — produced, cast and bought as one campaign, on one timeline. Hypertree took the whole thing on as a turnkey engagement.
One idea, one team — from the first concept to the day it launched across Hong Kong.
End to end, in five phases.
Idea & strategy
We built the 70th-anniversary platform — a warm, family-first idea that reframed “which cough remedy do I choose?” around parents caring for their kids, tying the milestone to everyday trust.
Casting
We cast the on-screen family end to end — dad 鍾嘉源, mum Snowy Choi and child talent 加藤新一 — sourcing, auditioning and booking the talent that made the story land.
Production
Full turnkey production on a single shoot day: a 30-second TVC plus a 15-second cut-down for Madame Pearl's Cough Syrup, a dedicated 15-second TVC for the children's cough syrup, and five key visuals — director, crew, location, post and all rights included.
Media planning & buying
An integrated TV + streaming + OOH plan bought with direct station relationships: ViuTV, TVB (Jade + Plus), myTVSUPER and a 32-panel MTR digital run across nine of Hong Kong's busiest stations.
Launch
Everything went live on one coordinated timeline — TV spots, the ViuTV title sponsorship, streaming and the MTR takeover reinforcing one message across every touchpoint of a Hong Konger's day.
Television, streaming and the commute.
The campaign, in motion.
30-second master TVC — Madame Pearl's Cough Syrup
The campaign, live across Hong Kong.
One idea, seen everywhere it mattered.
Across TV, streaming and the MTR, the campaign delivered 11.5 million+ measured impressions, 320+ TV spots and a 12-episode ViuTV title sponsorship — a multi-million-dollar, fully integrated push that put Madame Pearl's 70th anniversary in front of Hong Kong families at home, on their phones and on their daily commute.
Pairing broadcast reach with a relevant parenting programme let the brand build trust through context, not just frequency — seamless product placement that converts viewer loyalty into sales, and reinforces category leadership at exactly the milestone that matters most.
Why brands hand us the whole campaign.
About this campaign.
Who produced Madame Pearl's 70th-anniversary campaign?
Hypertree, a Hong Kong media-buying and advertising agency, delivered the campaign end to end — idea and strategy, talent casting, TVC production, and an integrated ViuTV, TVB, myTVSUPER and MTR media buy — for Madame Pearl's (珮夫人), a brand of Luxembourg Medicine Co., Ltd.
What did the campaign include?
Three TVCs and five key visuals, on-screen family casting, 220 ViuTV and 102 TVB spots, myTVSUPER pre-roll, a 12-episode ViuTV title sponsorship of 晚吹－GG家長指引, and a 32-panel MTR digital run across nine stations — over 11.5 million measured impressions in total.
How large was the campaign?
It was Hypertree's largest campaign to date — a multi-million-dollar, fully integrated TV, streaming and out-of-home programme. We keep individual client budgets confidential, but the scale is reflected in the reach: 11.5 million+ impressions, 320+ TV spots and 32 MTR digital panels.
Can Hypertree run a campaign like this for my brand?
Yes. We take campaigns on as a turnkey engagement — idea, casting, production and media buying — or handle any single part. Talk to us about your brief.
Want a campaign like this? Let's talk.
Tell us about your brand and your goal. We'll come back with an integrated plan — idea, production and media — within one business day.
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