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.
