The TV work makes high-profile use of Canto-pop star Candy Lo’s smash hit song about breaking-up — Do please split up.
The first 30-second TVC, airing on TVB Jade and Cable news express channel, attempts to generate greater market awareness of the Dah Sing loan service product.
Dah Sing head of communications Maria Wong noted that the popular song reflects the anguish that consumers feel when they are overwhelmed by credit card debt.
“The twist at the end of the commercial, where it is actually a break-up from debts instead of an actual relationship break-up, provides a subtle humorous tone to the viewers,” said Wong.
Creative for the campaign was handled by DraftFCB agency Interface.
Media agency OMD has also employed print ads in mass newspapers, including Apple Daily, Oriental Daily and Metro Daily, as well as for outdoor, taxi bodies, point of sale in 48 branches, and PR to generate awareness of the product and trust in the bank.
