Benjamin Li
Oct 26, 2010

Chief Securities rolls out integrated campaign to refresh brand image

Chief Securities uses mirror images in its new ad campaign to convey the idea that they care about their customers’ investments like their own.

Chief Securities rolls out integrated campaign to refresh brand image

The new 20-second TVC shows a customer entering a Chief Securities branch to open his investment account. Suddenly he is surprised to see that all their frontline staff’s faces have a mirror image of his own.

The ad is created by local ad agency MK2. Maurice Chan, MD at MK2, explains, “Our creative rationale rests on the affiliation that all Chief Securities’ staff care about their customers’ investment like they do about their own money."

The integrated ad campaign was launched last week and will run for over a month. Media agency partner MPG has spread the media buying plans across terrestrial and Pay TV, MTR, bus shelters, Roadshow and popular financial websites.

Chief Securities is a Hong Kong-based financial and asset management company. It was established in 1979 and now has 19 branch offices.



Credits

Creative director  O Poon
Art director Zell Ko
Assitant art director Julia Lam
Copywriter  Jenny Ho
Client service Chas Ie / Florence Ho
Media agency  MPG
Interactive agency MediaContacts
Media planner  Ida Cheung / Alice Siu / Canita Kong
Production House  Pupil Film
Director  Daniel Leung

Source:
Campaign China

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