Global International Credit Limited (環球信貸) has shifted its marketing tone and manner to a heavy dramatic appeal, kick-started by a new TV commercial using local comedian Chapman To as the brand face.
The product-driven campaign comprises of two phases with each introducing one new product of the company, including the “mortgage loan express account” and the “mortgage revolving loan account”. With the upcoming second phase in April, two TV spots will run together throughout the year.
Gary Wong, marketing manager of Global International Credit, told Marketing the spot aimed to adopt a dramatic and entertaining appeal to shake-up the hidebound finance company’s image.
“In 2014 we shift our advertising approach to be more innovative and flexible with an aim to correct the public’s negative cognition conveyed by a loan company.”
The spot puts the branded crown in the limelight to “liken the debtors to king”.
“Our first attempt of an innovative commercial in 2012 has mistakenly hinged our clients with a puppy, which may have seen a deviation in our brand communication. Hence, we hope to twist the concept in the latest ad in order to tell consumers that debiting does not necessarily mean you have to beg.”
The campaign also spans OOH and in print including Apple Daily, Oriental Post and The Sun (Hong Kong).
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