SHK Financial underlines life's most important things

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