The fund -- which features companies from the energy, utilities, financial, IT, consumer products, telecoms and healthcare industries -- targets investors in Hong Kong, who are concerned with environmental issues such as air pollution, landfills and recycling facilities.
Developed by MRM Worldwide, the 'Green Power' campaign comprises print, MTR advertising and direct marketing, all under the tagline 'Feel good about your retirement'. As part of the advertising campaign, the city's high-traffic Causeway Bay MTR station was converted into a green oasis, featuring 3D trees, visuals of grass and a stream covering the floor, all against the sounds of birds singing.
Print ads in local media also followed the green theme and featured people kissing plants and hugging trees.
The idea was to highlight a dual benefit to consumers -- tackling environmental issues, as well as making a sound investment for the future. "The creative challenge was to inject emotion and empathy into the normally staid subject of MPF investments while appealing to both young and old members of the working public," said Ella Kan, general manager, MRM Partners Hong Kong.
The public relations campaign was developed by Ruder-Finn, while Universal McCann handled media.
