CURRICULUM VITAE EDUCATION & QUALIFICATION:
Nicholas Hong Master of Arts in Design
email@example.com School of Design, The Hong Kong Polytechnic University, Hong Kong, 2004
Bachelor of Arts in Graphic Design
School of Design, The Hong Kong Polytechnic University, Hong Kong, 1992
A Master of Arts in Design graduate from The Hong Kong Polytechnic University,
Nicholas is an integrated creative with over 17 years of experience. Before Diploma in Graphic Design
returning to Hong Kong, he worked in Canada for eight years, with simultaneous Department of Design, Sha Tin Technical Institute, Hong Kong, 1988
focuses in both conventional advertising and interactive development, providing
him with invaluable international creative exposure in additional to his native
Prior to joining Bates 141, he worked with MRM Worldwide, Rapp Collins/Tribal May 2008 – Present
DDB and J. Walter Thompson. He has delivered direct and digital focused Creative Director, Bates 141 - Hong Kong
campaigns for clients including Intel, Dell, Microsoft, HSBC, J.P. Morgan Asset
Management, SCMP.com, Abbott Laboratories, McDonald’s, Master Card and January 2007 – April 2008
San Miguel Brewery. Creative Director, MRM Worldwide - Hong Kong (a division of McCann WorldGroup)
August 2003 – December 2006
Nicholas has won various awards including Kam Fan, HK4As Interactive and Creative Director, Tribal DDB / Rapp Collins Hong Kong (a division of DDB Hong Kong)
Direct Awards, John Caples Awards, Digital Media Awards, Webby Awards,
Asia Interactive Awards, Internet Advertising Competition Awards, New York May 2002 – July 2003
Festivals and Media.com Awards. Creative Director, RC Communications Ltd., Hong Kong
October 2000 – September 2001
Creative Director - Interactive, Market Catalyst International Ltd. (now Bates 141 Hong Kong)
April 2000 – September 2000
Creative Director - Interactive, Thompson Connect (a division of JWT, Hong Kong)
November 1994 – March 2000
Senior Art Director, High-Touch Communications Inc., Montréal, Québec, Canada
January - September 1993
Art Director, Creation House, Hong Kong
September - December 1992
Graphic Designer, Steiner & Co. (formerly Graphic Communication Ltd), Hong Kong
October 1988 - October 1989
Graphic Designer, Creation House, Hong Kong
Promotion Website Digital Media Awards 2008
Intel Silicon Commander Gold Award, Best Tech/Telecom Campaign
Intel® vPro™ and Intel® Centrino® Pro processor technology offer advantages that impact a
company’s entire fleet of PCs, both desktops and notebooks. So it’s a complicated dynamic to
communicate to the target audience of I.T. managers and decision makers.
Rather than just telling the product story, Silicon Commander lets the target audience experience it
for themselves with a virtual test drive.
The game mirrors the daily routine of an I.T. Manager with “Agents of Chaos” such as viruses and
malfunctions making life difficult for players as they command fleets of robots that stand-in for
desktop and notebook PC clients.
Players start off with “Basic” clients and must control resources wisely to upgrade to “Pro” clients
that prove easier to manage, offer better security, and higher performance – the three core benefits of
the real-world products.
Why It’s Worthy
In both scale and strategic approach, Silicon Commander raises the bar for advergaming.
Unlike typical in-game product placements or single player “mini-games”, Silicon Commander is a
massively multiplayer online real-time strategy game (MMORTS) that pits thousands of players
against each other.
Strategically, a subtle approach to branding was also taken. The two product badges featured in the
corner of the game’s interface.
The game has attracted over 10,000 registered players from across Asia Pacific.
Promotion Website Digital Media Awards 2008
Intel Operation Inside Silver Award, Best Tech/Telecom Campaign
When choosing a new notebook PC, too many consumers are distracted by exterior factors such as
design, price, and bundled accessories. Unfortunately, these marginal features can come at the
expense of performance.
"Operation: Inside" is a six-part series of CGI animated webisodes that draws attention to the most
important consideration inside a satisfying PC purchase – the processor. The interactive story
promotes Intel® Centrino® Duo processor technology by challenging consumers to play the hero,
Agent I, and look beyond the surface when making key choices.
In each webisode, viewers watch a one-minute clip that leads to a choice between two like items –
such as two getaway vehicles. Viewers must dig out the key factor differentiating the two choices.
Correct choices lead to exciting escapes, while the wrong choice inevitably leads to Agent I's capture
at the hands of Dr. Superficial and his band of Evil Henchmen.
Assisting Agent I is an Intel processor that blazes to life during crucial moments to lend brainpower to
the mission. Also lending support is IQ, the mission's brainy Tactical Lead, who imparts insights and
advice to viewers during blog-style mission debriefs.
Why It's Worthy
Online advertising is constantly evolving to stay fresh for viewers. First it was banners, then interactive
experiences, then video. Operation: Inside takes the next step with an interactive video experience
with a richly engaging storyline and arresting art direction.
The 4 million customers of the HSBC Credit Card reward programme have always received a glossy
yearly catalogue of goods they can redeem. But it was a take it or leave it programme of fixed
products and fixed redemption prices. HSBC wanted to get away from the expense and environmen-
tal costs of the printed catalogue and give the customers more choice.
HSBC moved the entire programme online and put the customer in charge with a powerful new offer
to - “Buy what you want and pay what you want!” The online programme was called
Flexi-Rewards and emphasized flexibility and choice by allowing the cardholders to pick and choose
the products they wanted and pay with any combination of cash and reward points that suited them.
The flexibility of the online environment also enabled the bank to easily change the products offered
to show they were in tune with their customers needs. This was a completely new approach for
The Flexi-Rewards programme was the first in its class for an online shopping and reward
point platform offered by a bank in Hong Kong. By using SEO (Search Engine Optimization)
the Flexi-Rewards site ranked no.1 in Google and Yahoo HK search. By reducing the paper
used in printing catalogue, HSBC saved over 4420 trees. At the same time, with such move,
the client had sharply reduced the operation cost of the program over 70%.
Integrated Interactive Campaign New York Festival 2005
Interactive and Alternative Media Awards
HSBC Online Credit Card Tax Payment Finalist Certificate (Ambient)
To significantly increase over tax time last year, the number of people paying their tax using HSBC’s
credit cards through the bill payment service of online@hscb. Newspaper Print Ad
Hong Kong’s personal income tax is relatively low and levied once a year. It is a time of year when
many financial institutions, including HSBC, are advertising a whole raft of salary tax loans at
Few people, who pay their tax in one lump sum, were aware that they could do so through the
Internet, and fewer still by using their credit card. This however was the challenge facing the agency.
Cut through the tax-related clutter proposing a novel payment service that could be perceived as
unnecessarily expensive, at a financially difficult time of year, to a financially canny audience.
To leverage the HSBC credit card loyalty scheme, whereby spending earns Reward points, to be
redeemed for goods and services, in a novel, compelling, and attention grabbing way.
As the Reward points gained are in direct proportion to the amount spent on the credit card, paying
your tax by card, in one or two lump sums, can potentially generate a significant amount of Reward MTR Door Sticker
points. So attractive was this the previous year that (according to Bank records) some financially
canny individuals had been doing the “unbelievable”, voluntarily paying other people’s tax bills. Armed
with this insight, the Agency created a campaign based on the simple fact:
“Incredible, but true. Rewards for taxpayers online”
To lend credibility to the proposition, the creative execution echoed that of real life news i.e. press
ads mimicked the media in which they appeared, with stories of people paying other people’s tax,
people paying their tax then flying for free; and “real people” were seen reading the news in the MTR.
This news format enabled the Agency to pursue the “full story” surrounding the promotion, giving
readers a wealth of important supplementary information such as how different people can benefit,
the range of Reward point redemptions, how to operate the bill payment service, how to apply to
raise your credit card limit online if necessary etc. - all packaged as readable, spoof news stories.
This treatment was continued online, the campaign page including links to such supplementary
information, such as payment demonstrations.
Online tax payment increased by more than 500% over the same time last year.
Email Campaign DM Asia 2006
HSBC SmartPoints Finalist (Best Digital Email Campaign)
HSBC advertisements no longer use the hard selling approach, instead choosing a more educational
style to help easy brand recall by the customer. HSBC wanted Tribal DDB to communicate with their
online customers to encourage on line banking and to “soft sell” additional banking products. The
strategy was to devise an e-mail communication that would immediately engage the customer. The
SmartPoints campaign was created to promote ‘Smart internet banking tips’. It used e-related or
financial knowledge as a hook to gain customer interest in HSBC’s Internet Banking and to build
traffic to the designated web page.
- Primary Target: Personal Internet Banking Customers who use HSBC Internet Banking for some
- Secondary Target: HSBC customers who use the HSBC branch as their major bank channel.
Describe Market Competition
Online banking competition is intense as most banks introduce special offers for online banking
product and services.
An e-DM was sent to customers each month containing e-related financial tips to generate curiosity
and arouse interest – ‘Knowledge at your finger tips’. To attract customers to the landing pace, each
month different financial products and services would be highlighted in a question format teaser, e.g.
“How often do people check stock prices?” or “How would you describe the best way to bank?” The
landing page contained “smart tips” on the different online banking products and service such as
e-IPO and securities issue. To encourage transactions via HSBC Internet Banking, special offers were
used such as credit card reward points or special discounts.
Main Communication Message
HSBC offers you Smart e-Banking tips as well as exclusive offers every month.
Yearly budget around HKD 1 Million.
Issue Email Open Rate Page View Highlights
January 41.7% 32,411 Tips sharing: 1690 entries
February 38% 152,724 Quiz: 28,239 entries (22,834
with correct answers)
March 36% 28,902 Referrer registration: 1,244
(with 2,231 referees)
April 38% 54,526 Registered customers: 10,433
May -- 182,051 Registered customers: 9,468
(up to 25 May) (up to 25 May)
Promotion Website 2004 HK4As Interactive and Direct Awards
McDonald’s Fish McDippers Gold Award (Brand Building/Promotion Website)
To give online support to the promotion of a new McDonald’s food item, the Fish McDippers.
To leverage customer expectations of McDonald’s based on past online experience, and create a
mini site to propagate full promotion details.
The usual tactic is to email a database built of self-selected (mostly) young customers who tradition-
ally respond well to McDonald’s promotions. They are Internet savvy and have shown a keen interest
in a previous promotion sites which involve games, TVCs, screen savers, printable coupons, and
various other downloadables. In this case, this familiarity with McDonald’s promotional sites was the
driver. The site address was displayed on all the other advertising and printed collateral and the
customer elected to visit in expectation of “entertainment.”
This mini site contains three sections; Dip to discover (the promotion details); Dip into the TVC (watch
online) and Dipping Mania (the game).
This game takes alight-hearted look at the act of dipping and the reader is told:
Fish McDippers – the new golden crispy fish sensation. With two savory sauces that complete this
tasty creation. Add the 9 funky dipping styles to spice up the play. Then go with the flow and start
On click through they are presented with a track-suited character energetically demonstrating the
funky dip action of their choice. These 9 actions including such as Zen Fish, Soaring Fish, Piercing
Fish, Fish Dragon, gently spoof the martial arts that are so familiar to the target Hong Kong audience.
A Tell-a-Friend function is added for onward referral, viral marketing.
Promotion Website Web Awards 2005
McDonald’s Classic Moments Standard of Excellence
McDonald’s has been introduced in Hong Kong since 1975 and sees their 30th anniversary as an
excellent time to re-establish close ties with the customers, build relevance and connect emotionally
McDonald’s is the only large scale US-based fast food chain in Hong Kong that has consistently
done well and been widely accepted by Hong Kong customers. Other chains like Burger King or
Wendy’s have come and gone while KFC and Pizza Hut are not as popular and lack the emotional
associations that McDonald’s has with customers. Most Quick Service Restaurant advertising is retail
driven and McDonald’s is the only brand that can claim an emotional territory in Hong Kong people’s
To utilize the online channel, a unique approach takes the above-the-line proposition, McDonald’s
Classic Moment to the next level - The 30 Classic Moments online campaign was born, 30 local
celebrities including a pop singer, an action-figure designer, a musician…all contributed their own
classic moments spent in McDonald’s from any time in the past 30 years.
To keep up the momentum throughout the 30-day campaign period, a classic moment was added to
the site everyday. To read all 30 stories, the viewers needed to visit the site everyday. This built up
their habits and association with the McDonald’s site.
Besides reading others’ story, everyone was welcome to participate. The viewers could upload their
own photographs in the “Sharing Classic Moments” and tell their own classic moment story online.
Through this feature, we created an interactive platform to let customers share their experience with
McDonald’s as well as their friends and families. In the end, hundreds of stories and photos were
received and a wallpaper with all the photos to form the McDonald’s Golden Arches was created and
sent via email to acknowledge each contributor.
Such was the response to this celebratory ‘bonding’ exercise with the public that increase the site
traffic more than three-fold in the first month.
Social Media Application
Café de Coral Master
Café de Coral, the biggest quality fast food chain in Hong Kong, wanted to win back teenage
customers who had switched to grab-n-go junk food. So they got the teens to run the business.
Teens don’t listen to anyone. They don’t read. They don’t watch TV much. They switch off if you try
to lecture them or sell them anything. But they do listen to each other on social networking sites. So
that’s where we went to reach them with an enticing offer.
We made teens an offer. Rather than lecture them about eating better quality meals, we challenged
them to run one of our restaurants. During the summer school holidays Café de Coral developed an
online role-playing game – Café de Coral Master - in which participants started as junior staff in a
virtual Café de Coral and moved up to become the manager. To gain faster promotion they had to
answer questions about cooking, proper eating and healthy ingredients, but they had to find the
answers themselves on the website, through friends or by visiting a real Café de Coral. The more
successful they were at the game, the more they learned about Café De Coral’s quality and values.
As the teens were doing everything themselves within their own ‘community’ the idea spread
fast and within 2-weeks of the launch, more than 12,000 teenagers had installed Café de
Coral Master on their Facebook. The game finally reached over 25,665 users.
Integrated Interactive Campaign 2005 EFFIE Awards
SCMP.com “Join In” Finalist
THE OBJECTIVE: Newspaper Print Ad
To maximize the renewal numbers amongst scmp.com subscribers.
The South China Morning Post’s online publication scmp.com was due to start its second year of
paid subscriptions. But there was a problem. The subscription fee was to be raised significantly from
the original HK$249 to HK$399. By agreement, individual customer who had paid by credit card
would have to be renewed at the original price, but also informed that the price will increase the
following year. All other subscribers would have to be persuaded to renew at the higher price,
To invite customers to “Join in” scmp.com and enjoy the greater interactivity online afforded by the
new features of scmp.com.
South China Morning Post is Hong Kong’s leading English language paper and can justly claim to be
an integral part of the fabric of Hong Kong life. This sense of community is enhanced even further by
scmp.com its sister online publication, whose interactivity allows the reader to become a contributor E-mail
– to join in.
The strategy was a two-pronged approach. Firstly to place ads in the newspaper that succinctly
spoke to the complementary, interactive nature of the online publication, scmp.com. These ads
would be echoed online with banners and campaign pages delivering the interactive content
message. This strategy was designed to reinforce existing subscribers’ loyalty, and even entice new
The second prong of attack was more direct, comprising a customized email campaign followed by Online Banner
tailored popup reminders. This effort was underpinned by further online banner ads leading to new
content campaign pages. In the email campaign, the key message “Join in” is reinforced by
leveraging the new content feature “On the Spot”, a new interactive space where readers can email
questions directly to opinionated Post writers – live.
The subscriber’s online reading habits, based on page view data, determined which was their most
likely area of interest (business, sport, local news, arts etc) and the appropriate journalist was then
used as a hook to deliver the new content/subscription message. “Want a rant with Kevin Sinclair?”
Despite the very sharp 60% increase in subscription fee from HK$249 to HK$399 there was
actually an increase in subscription renewals over the previous year to an unexpectedly high
rate of 65%.
Integrated Activation Campaign
Abbott Reductil “I Decide”
THE OBJECTIVE: The campaign either illustrates these moments of decision, or reaches out to the consumer on actual
occasions that could warrant such a decision…to stop being fat.
To increase the market share of Reductil, a relatively new prescription weight loss drug in the Hong
Kong, in a market already awash with plethora of products promising a quick fix. The lunch box is a popular Hong Kong means of taking the mid-day meal. We leveraged this fact to
literally put our message into the hands of consumers in and around two business districts. Each box
THE STRATEGY: contained a pack of low fat soya milk, some sugar free cereal beverage and crackers, as well as a
As a prescription drug it faced certain regulatory restrictions that other weight loss products didn’t, product leaflet and a body mass index table printed on the other side. The key message was that a
but the fact that it could only be used under medical supervision also gave us an authoritative edge, healthy meal is not enough…
a gravitas that others lacked.
The seats of the double-deck bus in Hong Kong are pretty tight. We make use of this and put up a
Rather than promising dramatic weight-loss-in-a-bottle, as so many products do, we chose to pair of stickers on the back of the seat…
identify much more closely with the consumer, to talk directly to them at certain key moments of
decision. The creative highlights the very important, in the fundamental point each “weight loss Three radio commercials were created and run at the hourly time check, featuring three different
consumer” must encounter in order to be successful in their quest for weight reduction – “the situations that could prompt a moment of decision…to stop being fat: running for and missing, the
moment of decision”. bus; window shopping for low cut jeans and tight T-shirts pants; setting off the overload alarm in an
elevator leaving the office in the evening.
The whole message of hope is summed up in the crucial phrase “I decide”.
Integrated Activation Campaign
Abbott Reductil “Healthier Hong Kong Movement”
THE OBJECTIVE: A press conference on obesity was held in late May followed by press releases to increase the
public’s awareness of obesity as a growing health concern. Then by June, Reductil launched four
Having significantly grown Reductil’s market share the year before, we targeted to expand our client’s “Healthier Hong Kong Movement” road shows in selected shopping malls - to provide fitness
sales by growing the market itself. information, test for signs of weight problems, and channels to seek professional help if necessary. A
Reductil ‘Healthier You’ gift pack was also distributed that contained a BMI calculator, healthy waist
THE STRATEGY: ruler and weight-related information booklet.
As the competition in the weight loss field comprise mainly of a plethora of products promising a
quick fix, it was decided to leverage Reductil’s prescription status, it’s ‘health’ credentials to broaden As a complement to the rather clinical setting of the Healthier Hong Kong Movement road shows, a
the customer base to appeal, not simply to a limited number of people looking to loose weight for “Belly Dance” contest was organised to add a lighter fun element to the campaign. The contestants
fashion/fitness reasons. were recruited from magazine advertising which created a cross-media marketing synergy with the
We leveraged on the product’s connection with medical professionals to provide support to our
campaign which addressed Hong Kong peoples’ concerns about health-related weight issues. The Overall, 3000 people’s data was captured from the road show and the contest, and a dramatic
“Reductil Healthier Hong Kong Movement” campaign was created. increase in call centre traffic was recorded.
HSBC “Apple-a-day” DM
To increase customer usage of HSBC Internet banking service, online@hsbc.
Although people don’t need to make financial transactions online@hsbc everyday, we could at least
foster the notion that regular attention through online@hsbc could be beneficial, that the more you
did online@hsbc, the better your financial health would be.
To equate regular usage of online@hsbc with financial well-being through incentives for certain
We could do more than draw a direct comparison between daily checking of your financial status
and the health benefits of proverbial “Apple-a-day”- we could actually make it better for your financial
This Apple-a-day concept was manifest from the very beginning with a mailer designed to clutter
bust through an impressive origami-inspired flat piece carrying the image of a tasty green apple,
together with the slogan and key promotion details. No matter which version of the mailer was
received, the core visual remained the same.
The promotion was split between two audience segments, those who were regular users of
online@hsbc, and those who were deemed “inactive”, i.e. those who had registered but had not
logged on for over a month.
The former group would receive an invitation to take part in both promotions. The first promotion was
a simple lucky draw. Every time you made a specific transaction online@hsbc, you’d receive an
“apple”. Each apple represents a lucky draw entry. The more transactions you made, the greater your
chances of winning one of three exclusive cash prizes of a HKD36,500 SOGO Gift Certificate.
The second promotion was customized to each customer. They had to perform certain transactions,
depending upon their financial relationship, within a fixed time to qualify for gift coupons.
HSBC Gold Rush Ranch
A loyal relationship is built upon trust and positive experiences. HSBC’s strategy is to come top of
mind whenever their customer has a lending need. With this in mind our strategy was to create a
distinctive campaign to supplement their back-to-back ATL advertising schedule through out the
year. A relationship- building event was introduced to show that HSBC pays attention to and looks
after its customers and their families. Rather than simply providing a traditional loan offer, a more
unique approach was chosen to leverage the relationship between HSBC and its customers. With an
emphasis on a wholesome family event filled with adventure, exploration and excitement a Wild West
theme came about, which later evolved to being named the “Gold Rush Ranch” held at Hong Kong’s Welcome Pack
most famous amusement park, Ocean Park.
- Cash needy customers who borrow from the bank Follow-up Mailer
- Middle aged: 35-53; 40/60 male vs. female; 97% married
- Average income: HK$20,000
- Full-time employment in sales and service industry
- Not well-educated: 56% secondary education; 30% below secondary
Describe Market Competition
There is intense competition within the loan market segment. With the keen competition under the
lending market in HK, pricing, quick turnaround time and ease of application are the key product
features to stand out from competitors.
To kick off the event 100,000 DM packs were sent to target market families inviting them to
participate in a lucky draw to win two free tickets to the Gold Rush Ranch event, while at the same
time 4,000 families were selected by lucky draw to win free tickets and a Gold Rush Ranch game Event Pictures
The second phase involved decorating Ocean Park to resemble a Gold Rush town where helpers
and customers enlivened the environment by dressing as cowboys and Indians. During the evening RESULTS:
there were simple interactive games for the whole family to participle in, such as counting gold
nuggets and tracking down wanted people. To sustain the atmosphere, the final phase of the event - A total of 2923 families (7870 people) participated in the event
involved each participating family receiving a special follow up DM – a photo of them at the Gold - Received 1285 surveys after the event with positive comments collectively
Rush Ranch serving as a memento to remind them of their special experience. HSBC may perhaps - Comment from client:
be the first bank in HK to send an event photo to each individual participating family. “We received a lot of positive feedback and were delighted to see all the happy faces of the participants'
families. By all means, this event has further strengthened our customer relationships with the loyal
Main Communication Message population. It also played an important role in grooming this customer base, and I strongly believe that our
HSBC values you and your family thereby providing an uplifting and unique experience without any customers will certainly feel that HSBC is putting their interest at heart. As time goes by, it will highly be likely
conditions. that these participants become our core customers and they will stick with HSBC whenever and wherever
there is a banking need.”
Budget – Lisa Wong, Head of Marketing Development & Segments, Marketing Asia-Pacific, HSBC Hong Kong
HSBC Real Good Deal DM
To promote uptake of HSBC products and services amongst a very specific target group, identified
by the client as “Cash Needy”.
The agency decided to present these products and services to the target audience in a simple,
straightforward manner, with the emphasis on additional incentives of a relevant and practical nature
over and above the usual product benefits and promotions. We named these “Real Good Deals.”
Research, not to mention common sense, indicated that these ‘cash needy’ people were always
looking for the best deal. They were quite prepared to shop around for it, often having relationships
with several banks and financial institutions. Trying to attract them to HSBC products by such means
as lifestyle rewards, consolidation of financial accounting, or brand experience alone was therefore
That said, the target audience is in large part family-oriented, the parents very keen to provide their
children with the best they can, the most secure home life, educational opportunities etc. They
recognise the advisability of planning for the long term as well as addressing short term financial
needs. They are receptive to the notion of investment and insurance products through HSBC.
The strategy positions Real Good Deals as HSBC’s response to and recognition of, their family
commitments, giving genuine practical help over and above any other promotional activities. In this
case this extra help is in the form of shopping coupons of not inconsiderable value to cash-strapped
The creative execution is very specifically designed to reflect this extra dimension. Given the
understandable financial constraints imposed by mass mailing, we have deliberately chosen to
design a Real Good Deals house style which calls for the conceptual use of 3D. To give substance to
the “reality” of the practical benefits of the scheme, we always make the benefits literally “stand out”.
This is echoed in the logo itself which is drawn as a “solid” 3D block. The Real Good Deals
themselves, the key extra financial benefits, literally stand off the pages of this 3D cut-out mailer. The
domestic situations depicted show the Bank understands the unexpected and sometimes
unwelcome expenses that pop-up from time to time in everyday living.
Integrated Advertising Campaign 2004 John Caples International Awards
JF Asset Management MasterSaver Third Place (Consumer Campaign)
At a time of low interest rates offered by the banks, our client wanted to promote their monthly
investment plan, something they had not done for years. Many people were very well aware of the
company and it’s fund products but had not heard of this particular (potentially) profitable alternative
means of accumulating savings in the long term, including existing investors.
Unlike JF’s individual funds, this product could not be promoted via the usual channels (banks and
partners). The challenge was to create awareness in the wider marketplace, on the one hand, and
target existing investors on the other. For both regular investors and the generally money-savvy Hong
Kongers, investment usually implies large lump sum upfront payments.
To correct this notion and convey the simple nature of this savings product, our creative succinctly
positions JF MasterSaver as “Investing at your own pace”, evoking an emotional response, as well as
a rational reason to pick up the phone.
The simple concept rolls out in print, showing shoes of various styles representing the different rates
of monthly contributions. Of course the more you pay in the faster you save.
The message is delivered with gentle humour and everyday simplicity in a 30 second TVC which is
an animated progression through the shoes’ paces, from the flip flop saving pace of HK$1000 per
month, right through to running shoes accumulating a lot more in the long run. This ran on TV and on
a giant plasma screen near the company’s Investment Centre in the heart of Hong Kong’s business
A powerful direct mail piece would talk to the existing customers, leveraging the strong house
graphic style of rich red with white line drawings. Shoes of various styles appropriate for walking at
different paces, convey the various rates at which you can save, with an actual “offer-on-a-shoehorn”
to help you into the face lane (of saving)
The same motif of shoes was utilised in the nearest MTR exit and the Central Underpass to the
Star Ferry. This busy pedestrian underpass also leads to the JF Investment Centre, Jardine House.
And the impact of the giant shoes billboard proved a supremely appropriate call to action to ‘step
Rolled out on DRTV, outdoor, press, and direct mail, the very memorable campaign created
an 80% increase in walk-in business at the Investment Centre, 150% increase in telephone DM Billboard
Source: JF Asset Management
3-Dimensional Mailing 2006 HK4As Interactive and Direct Awards
MSN Creative Showreel Bronze Award (3-Dimensional Mailing)
THE OBJECTIVE: THE STRATEGY:
The objective was to showcase the creative potential MSN has as a preeminent online advertising With an understanding that trade industry people are a fickle bunch with little time to spare the
channel to media houses, advertising agencies and advertisers, whilst forging a stronger relationship packaging needed to make an instant impact. Our intentions were that the DM pack would serve as
with the creative community. a sensational door opener leaving a lasting impression later encouraging subsequent action by trade
people. Upon viewing the work on the CD-ROM our thought was that it was very entertaining and
THE CHALLENGE: enjoyable, similar to watching a series of short films. However, we felt that it needed a more uplifting
name and description and decided on Creative Showreel since this would immediately emphasize
The challenge was to create a DM pack for Microsoft to compliment their CD-ROM containing and describe its exciting and creative content. We were weary of the work being ignored or worse
innovative advertising clips. being viewed as a chore. This led to us to the insight that the showreel should be experienced as a
recess from daily work, a treat and furthermore be consumed as a tasty snack. By embellishing this
insight we created a snack pack concept for the exterior and inserted an actual bag of chips to
compliment the Creative Showreel and satiate the viewers appetite.
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