The outdoor medium figures prominently in the advertising mix that
dotcoms employ because this is the most effective means to build brand
awareness among the younger generation, especially the
twentysomethings.
According to PMP Advertising director and creative director David Wong,
twentysomethings can easily handle change and, in many cases, embrace
it, while older generations are far more likely to resist it.
Youngsters these days are, therefore, living a far different lifestyle
compared with their older counterparts, which means that reaching the
youth has become much more difficult.
"Quite a lot of the younger generation live on the 'Net, both at work
and at home; that's how they get their news and how they communicate
with other people.
"This means they probably don't read the newspaper or watch television
as much as other people. So the only way to effectively reach them is
through outdoor such as on bus sides and shelters or in the MTR," Mr
Wong told MEDIA.
However, he stressed that usage of print and television was also
important in order to attain a broad demographic reach.
A case in point is Jetco's latest campaign - created by PMP - to promote
its online banking service.
Jetco has used posters and stickers in MTR stations and trains and print
ads in the Economic Times, the Economic Journal and the South China
Morning Post.
Mr Wong said that the campaign has "generated great response and high
awareness".
The ads emphasise the new online offering with the tagline in Chinese,
"e-bills, e-account checking, e-payments can be accomplished without a
fuss". The imagery also links Jetco usage to convenience.
The campaign aims to encourage people to not only try out the Jetco
website, but to also use the company's traditional banking services.
It achieves this through a lucky draw for laptop computers, which acts
as an incentive.
Jetco users are entered into the draw every time they pay a bill via its
automated teller machine, website or telephone banking service.
Jetco's target audience is people aged between 20 and 40 years old and
whose educational and economic profiles are high.
