HONG KONG Dah Sing Bank Group has launched its first thematic TVC, aiming to consolidate its 10-year-old positioning in the personal loan market.
Developed by Interface Communications, the campaign uses animals as meta-phors to describe common experiences that borrowers encounter when applying for loans - a giraffe for high interest rates, a snail for too much red tape in the approval process, and a polar bear for the rejection of applications. "We created a theme of being responsive to consumer needs and fulfilling their desires,"said Winsome Leung, MD, Interface Communications.
The bank is targeting blue-collar workers via lower interest rates, and a fast approval process for its different loan products. "Blue-collar workers, one of our targeted customer groups, may have more difficulty in applying for loans from traditional banks,"said Dah Sing head of communication and PR Maria Wong.
"We want to differentiate ourselves as a more responsive, flexible and approachable bank for loan lending, which understands customers' needs."
Wong added that the competitive environment was becoming tougher in the face of rising costs and better-informed clents. "We need to offer value-added services like longer opening hours on weekends and more variety of products, and continue to be innovative in order to expand our market share."
