The campaign targets the one-million strong segment of the Hong Kong population that possess outstanding credit card loans, which can range from 10 to 18 times their monthly salaries.
Created by Publicis Hong Kong, the new TV spots attempt to communicate the idea that consumers are “better off with wise financing” following research revealing that many consumers are unaware of the perils of only paying the minimum payment on credit card revolving loans.
Created by Publicis Hong Kong, the new TV spots attempt to communicate the idea that consumers are “better off with wise financing” following research revealing that many consumers are unaware of the perils of only paying the minimum payment on credit card revolving loans.
“The tone of the new campaign is educational, as we hope to present our service as smart and professional, while also approachable and friendly, without being seen as preaching,” said Maggie Yung, country marketing director at Citibank’s global consumer group.
“Instead, we use the platform to educate them to take action and build the authority of the financial consultants and credit planners at CitFinancial, who can help them to do a debt consolidation and work out their outstanding loans.”
Publicis Hong Kong creative director Terry Cheng pointed out that the creative needed to bring to life a hard and dry educational message, setting the action in a laboratory. In one TVC, a professor points out that many people see little need to change their ways when it comes to credit card loans. The action ends, predictably enough, with a massive explosion. The other TVC, meanwhile, features a young man who morphs into an older one saddled with enormous debts.
“We don’t just stop at solving the loan problem, we take one step forward to motivate them to restructure their loan,” explained Yung.
Media AOR MEC handled media planning and buying for the integrated push which, in addition to TV, includes outdoor and print work, along with online advertising and point-of-sale.
The campaign is expected to see several different bursts this year. It is the second notable work produced by Publicis Hong Kong for Citibank in recent months, following the well-received brand thematic campaign that kicked off in late 2007.
