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Tonghai Securities tries action-packed archery for new trading mobile app TVC

China Tonghai Securities Ltd (Tonghai Securities) has rolled out an action-movie styled TVC featuring actress Tiffany Lau (劉穎鏇) for its “Direct Spot” mobile app.

The TVC is the first collaboration between Tonghai Securities and the Uth Creative Group agency. Pushing the Tonghai’s newly launched four-in-one trading platform, the 30-second-ad is set in a virtual trading market but (here’s the twist) with thrilling archery!

Two archers loosing their arrows is meant to symbolise different traders with the desire to hit their trading targets. While one of them can only focus on a single target at a time, the other archer is able to hit four targets in one go with Direct Spot. 

The TVC has been aired on TVB, ViuTV and NowTV. To leverage on the cinematic style of the TVC, it will also be rolled out at cinemas. As part of a larger integrated effort, it will also launch OOH and digital ads across Hong Kong.

“We are very thrilled by our new commercial which delivers the core message – convenient investment with the four-in-one trading app – succinctly and powerfully,” Calvin Chiu, deputy chief executive officer of Tonghai Securities said. “Also with Lau’s tough image, audiences can easily portray our new brand positioning.”

Now, we admit it’s hard to make finance exciting to consumers. So even though the corniness of the production gives it more of a direct-to-DVD vibe rather than Hollywood, we have to applaud the attempt at a creative execution to introduce a revamped version of a trading app with some energy.

In addition, it is always a challenge to make archery cool. For reference: try and find Hawkeye on an Avengers poster.

 

Credits

Client  China Tonghai Securities Limited

Media Agency  Vibes Limited

 

Creative Agency Uth Creative Group Limited

Chief Executive Officer Desmond So

Creative Director Anderson Wan

Senior Art Director Toby Hong

Art Director Shandy Tsui

Associate Account Director Samantha Leung

Senior Account Executive Jody Yu

Account Executive Charles Li

 

Film Production

Director Ming Chau

Producer Cyrus Lai

 

Photography

Photographer Buffacow

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