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.
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
Director Ming Chau
Producer Cyrus Lai