SHK Financial underlines life's most important things

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.

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