Jetco in big push to promote new and traditional services

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.

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