Client: Hong Kong Deposit Protection Board
Agency: Two Hundred
Market: Hong Kong
Campaign scope: TVC running on free-to-air and pay TV as well as in-bus video, radio, MTR window stickers
Background: Surveys showed that the public found the structure and provisions of Hong Kong's Deposit Protection Scheme to be "rather complicated". DPB invited Kam Kong and Chu Suet Mui, popular broadcasters in Commercial Radio 1’s long-running radio drama “18/F Flat C”, to star in a new TV advertisement.
Press release quote: "To gradually gain presence in people’s minds and portray the content and provisions of DPS more clearly, the new advertisement has adopted a lively presentation format with easy-to-remember rhyming dialogue to deliver important DPS messages. These key messages include the legal protection and a maximum protection amount of HK$500,000 to depositors that the DPS provides, so that depositors can 'save with confidence.'"
Comments: The maxim that 'a spoonful of sugar helps the medicine go down' proves correct once again—and we should probably add that bitter melon also works.
CREDITS
Creative Directors: Christine Pong, Derek Wong, Opoon
Art director: Eunice Lui
Writer: Iker Lin
Account Service: Eric Leung, Summer Kwan
Film Director: Rick Chui
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