Hong Kong tram stop sounds out investment advice

An outdoor installation for T. Rowe Price talks. But will anyone listen?

HONG KONG - Investment management firm T. Rowe Price is taking to the streets with a tram-shelter advertisement in the city's Central business district that dispenses rather simple advice: invest with confidence.

Working with POAD, the exclusive purveyor of tram-shelter advertising in the city, T. Rowe Price launched its first outdoor voiceover campaign, which intones the firm's tagline in English and Cantonese every time the tram arrives. Two bighorn sheep, a registered trademark of the firm, feature prominently on the roof of the tram shelter.

Elaine Lau, marketing manager at POAD, said the strategic location of the tram shelter is part of the investment firm's game plan to reach out to the well-heeled businesspeople traversing the busy intersection. The ongoing display ad and the annoucement campaign at the tram shelter runs until 5 December.

Campaign’s view: While the marketer is right that the location is a prime spot (the billboard on nearby Wheelock House is reportedly the most sought-after outdoor media in the city), a campaign at a tram shelter seems peculiarly mismatched for the affluent targeted audience. Also, we're not sure how meaningful or effective it is to simply announce the "invest with confidence" tagline over the din of traffic. 

Bonus: Here's a classic ad based on the idea of people listening to investment advice:

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