SHK Online CEO Douglas Chen said the company wanted to capitalise on a rebound in share trading with a high profile campaign to direct potential investors to the website and consolidate the company brand for long term growth. "Right now the money justifies it," he said. "We've always done above-the-line with billboards and print but that was more maintenance."
The ads highlight SHK's rates and promote a giveaway of four Mini Coopers over the course of 2005.
The Sun Hung Kai Financial Group subsidiary has not advertised on TV since its launch in 2001.
Clipper used computer graphics to differentiate the executions from the plethora of ads that use gentle humour to convey their messages. "There are a lot of funny commercials," said creative direcor Bryan Wong. "We wanted to make a stylish, graphical commercial."
Chen said he hoped to build up an ongoing relationship with Clipper, originally hired on a project basis.
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