With a minimal budget of HK$10,000,000 (US$1,300,000), Euro RSCG created three TVCs using visuals of a measuring tape to signify new standards of service offered by CiticFirst. “What is so attractive about this campaign is that it is so versatile - the same creative platform can be used for other different products and premium services,” said Zoe Lau, SVP, head of wealth management, customer finance, CiticFirst.
“The measuring tape can be used as an infinity symbol to indicate the infinite growth that we help our customers to achieve by using Standard & Poor’s objective financial analysis and the company’s Wealth Tracker to monitor portfolio performance.”
PHD handled media placement, which includes TV, newspapers and financial magazines, as well as high-traffic outdoor locations such as the Cross Harbour Tunnel. A direct marketing burst is also in progress.
