PrimeCredit is known for its perky approach to marketing, and the integrated thematic campaign is based on the Monkey King folklore. The commercial takes the form of a traditional Cantonese martial arts movie, which uses the cymbal as the signature instrument. The sound of the cymbal (‘caang’) is the same as the pronunciation for ‘support’ in Cantonese.
In the fable, the Buddha punishes the monkey king for his lack of discipline with a metal crown under Five Fingers Hill. In a similar plot, loan applicants in the commercial are tied up in complicated contracts and the PrimeCredit Brothers come to the rescue to support them all the way.
The campaign uses traditional and online media, and is accompanied by a music video teaser featuring local rap-duo Fama.
Credits:
Project PrimeCredit Thematic Campaign 2009
Client PrimeCredit
Creative agency Grey Group, Hong Kong
Executive creative director Keith Ho
Group creative director Brian Ma
Creative director Alfred Wong
Art director Leo Yeung
Account servicing Desmond Chan, Matthew Cheng, Maggie Kan, Nora Choi
Media agency Maxus Communications
Exposure Telelvision, print, outdoor, online, events
