Jetco in big push to promote new and traditional services

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