SHK Financial Group has rolled out its maiden advertising campaign
aimed at reinforcing its leading position in the sector.
The print ads capitalise on Hong Kong's newest celebrity, Chan Bak, who
earlier this year was thrust into the limelight after becoming embroiled
in a legal battle against the government for the guardianship of his
beloved pet monkey Kan Ying.
Entitled "Being truly trustworthy", the thematic campaign aims to
communicate the reliable brand positioning of SHK Financial and to
differentiate the group from SHK Property.
Freeway Communications created four print ads with bold images, which
are now running in major newspapers as well as being in MTR lightboxes
and on station pillars in Causeway Bay.
"The campaign communicates SHK's trustworthy brand positioning - people
of different backgrounds and ages dedicated their most valuable things
to the group," said Freeway managing director Desmond So.
With a launch budget of HKdollars 10 million (about USdollars 1.3
million), the group will extend its campaign scope from corporate image
to product promotion.
A TVC is also under consideration.
Freeway's creative team included senior art director Karen Lai and
copywriter Mark Kong.
