HKICPAs pushes image overhaul with campaign

Hong Kong-The Hong Kong Institute of Certified Public Accountants has rolled out an Eight Partnership conceptualized TV campaign consisting of a series of ‘success stories' aimed at increasing brand awareness of the Institute and to change the current perception of CPAs.

The "Success Stories" TV campaign consisting of four 45 seconds ads in The Master of Time, The Samaritan, Profit vs. Penalty and The Detective, feature real life stories of Institute members in business and practice, highlighting the members' professionalism and knowledge as the formula for success in business and life.

"The idea is to illustrate through real and atypical stories and case studies that CPAs are truly inventive, creative and spirited business professionals and not the stereotypical boring, pencil pushing bean counters everyone believes they are," Patrick Tom, executive creative director for Eight Partnership said.

In The Detective for instance, the ad spotlights on forensic tax accounting depicting that the accountants are not just number crunchers but they are "contributing to companies in more ways than people could imagine".

The ad campaign is running on TVB Jade, Pearl and Pay Vision for four to six weeks with a print campaign to launch later in the year. The ads are also run virally on the HKICPA website.

Carat Hong Kong handles the media buying and planning duties for the campaign.