BCT Group promotes new MPF measure with cheesy pop song pastiche

Hong Kong based Mandatory Provident Fund (MPF) approved trustee BCT group has rolled out a new campaign to promote the new tax-deductible voluntary contributions measure.

Titled “Do it right, save more” (#供得啱慳得返), the campaign features a classic Cantonese pop song,  “Virtues of Harmony” (皆大歡喜) – the theme from a popular TVB sitcom in the early 2000s. In the ad, local actor and signer Louis Cheung sings the theme song with new lyrics to increase the public’s awareness of the TVC measure 

Showcased across print, OOH, and online platforms – including YouTube, Facebook, and Instagram – the campaign has built on BCT’s public survey on the new contribution measures earlier this year. According to the survey, the public has a low level of awareness on the measures as they were unable to understand its details.

“Music is a powerful medium to connect with people. By using music, this relatively low-involvement financial product would be turned into a talking point, enhancing customers’ attention and making them consider choosing the product,” said Andy Chow, head of marketing and corporate communication of BCT.

BCT has also launched a digital DIY platform “eChannel” to facilitate easy online account opening and plans to promote a better understanding of the new measures through various channels. It also encourages the public to make full use of them for immediate tax savings as well as long term retirement benefits.

The tax-deductible voluntary contributions measure enables holders of contribution accounts or personal accounts of MPF schemes; or members of MPF Exempted ORSO Schemes, to enjoy tax deduction.
“The latest campaign aims to highlight the positive benefits of TVC, the government’s initiative to encourage the working population to better prepare for retirement. BCT is here to help make the process simple and agile,” concluded Bob Lee, the chief business officer of BCT Group.