CASH on-line in awareness drive

Online financial services provider CASH on-line has launched a major drive to raise awareness of its In-Trade Internet trading service. Central to the campaign is a Web-based, real-time simulation of the Hong Kong stock market that allows users to get to know about CASH through a game called 'iGame'. Game participants receive one million 'virtual dollars' to invest and compete for major prizes, including homes and cars. Two major objectives of the exercise are to encourage people to try out the company's services and to gain a majority share of the online stock trading market as quickly as possible. Cash on-line's target market is investors aged 18 to 40 years, who have computer access during stock trading hours. The campaign comprises print and TV and is being rolled out in three stages over a four-month period. The initial teaser TVC features a young boy and a man competing against each other in a drumming contest, with the theme being that the 'drum' is a metaphor for 'stock' in Chinese. The boy's triumph conveys how CASH on-line iGame and the service itself empowers small investors and enables them to challenge the experts. Developed by Publicis Ad-link, the teaser TVC was shot in an old Shanghai music theatre, starred a local child star and a cast of more than 200 people.

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