CASH on-line in awareness drive

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