Our strategy was to illustrate the quality of uDivine’s massage – that it is fit for a king. Andy Lau, one of Asia’s ‘heavenly kings’, was engaged to reinforce this message. The creative hook – a ‘giant hand’ softly cradling the user of the chair – was used to highlight the similarity between a massage on the uDivine and one delivered by a masseur. This captured the imagination of consumers and enabled them to understand the uniqueness of Human-3D massage technology. The campaign was launched in Singapore, Hong Kong, Taiwan, China and Malaysia.