BCT revealed its latest campaign “BCT – MPF made easy” which aims to present the pain points of many Hongkongers in managing their MPFs and delivers the message that MPF account consolidation and management can be easy with the help of an MPF expert.
The campaign is distributed in all-round channels spanning across television, outdoor visuals and online video. In the latest TVC, the cartoon character “Piggy Army” continues to be the leading character. Created by BCT Group in 2016, “Piggy Army” represent people’s MPF accounts. Piggy is portrayed as a neglected member in the family. Piggy’s lack of communications with its family illustrated the disconnection between many people and their MPF accounts.
In addition to TVC and print, the new campaign teamed up with several local influencers and extended its reach to the social media platforms. The video sparked off social buzz with fresh collaboration between millennial TV hosts “Three Cyclists” (衝三小) and veteran actress Mary Hon (韓馬利), named as “the most heartless mother” by netizens for abandoning her “children” in numerous TV shows. The simple story and reassembly of the classic ad song #如果太多韓馬利 not only evoked our memories from the 80s but roused the awareness of MPF account consolidation.
As a key MPF provider in Hong Kong, BCT observes that many employees have little knowledge of MPF management and find statements and forms tedious. Bob Lee, chief business officer of BCT Group, said, “There is a general perception that MPF is hard to manage, and people are unsure how to approach their MPFs. We wish to deliver the message that MPF management can be made easy with the help of our MPF experts.” As a home-grown company that understands the needs of the local market, BCT is dedicated to help Hongkongers manage their MPFs with ease.
Client: BCT Group
TV and OOH Creative Agency: NeverMind Communications
Social Media Agency: The Squad, Social Strategy Hong Kong
Media: Carat Media Services Hong Kong, Innity, The Squad, Social Strategy Hong Kong