Nick Poon, business director of CTWCM, which handled the work, said the propo- sition of 'guaranteed return' was dramatised by a play on the word 'return', which in Chinese sounds like the name of a newspaper. Extending the idea, copies of Return Daily were distributed in prime locations by a team dressed in the daily's uniform.
The outdoor pitch follows a TV spot showing people who leave a news vendor puzzled by asking for Return Daily. The term is finally explained to the seller. "We are not just facing competition from key players in insurance, but also from banks and financial institutions, so there is no clear distinction between the products offered," said an ING spokesperson.
