MPF education campaign launched in HK

Local shop Triangle Pacific has launched the first phase of a multimedia campaign to formally inform the Hong Kong public about the government's Mandatory Provident Fund (MPF). The campaign comes at a time when banks and insurance companies have flooded the market with advertising to promote their own products and services - it will therefore serve to create a benchmark for standards in the eyes of consumers bewildered about the wide array of choices they face. The multi-million dollar campaign for client, the Mandatory Provident Fund Schemes Authority, utilises television, radio, print and Internet media. Three to four TVCs are planned for this year, with the first already airing and focusing on the core principles of the MPF. The other commercials will concentrate on benefits and legal aspects. Triangle Pacific executive creative director Rodney Tam said the strategy was aimed at educating people about the concept of a provident fund. He said that while it will be illegal for employers not to have a scheme in place for their staff after December 2000, the campaign adopts a "soft tone". "This isn't like the ICAC campaign, where you see lawbreakers being handcuffed and the jail door slam shut in front of them." The idea is that the provident fund is beneficial to everyone in the long-term after they retire. "That's why we wanted to make the legal part of it less formal, with the focus being that this thing is part of your daily life," he told MEDIA. Triangle Pacific won the account in January following a competitive pitch that involved four agencies. Mr Tam said his agency won the account largely on its strategic recommendation. The voiceover talent for the first TVC was the Hong Kong government's financial secretary, Donald Tsang. This fact was highlighted at a news conference to launch the campaign and Mr Tam said it would make the TVC more impactful.

Sign In

Trouble signing in?

Reset Password: Click here

Contact Customer Support at

Customerservice@campaignasia.com