The document provides a strategy for promoting PPS, a bill payment service in Hong Kong. It identifies insights such as bills being a headache and payment being frustrating. The strategy recommends emphasizing PPS's wide merchant coverage and accessibility. Executions include touch booths for registration, TV ads capturing emotions, SMS promotions, print ads using touch similes, and web ads/popups with a "Touch Me!" message. The goal is to position bill payment through PPS as a powerful and caring act.

1. Rodelio Flores Concepcion
Creative Strategy Individual Assignment
April 19, 2009
Name of Product/Service: PPS
Consumer Insight on bill payments that is relevant to PPS
“I want freedom from credit but I abhor confusion in paying bills.”
“I know I can pay my bills, but I want to get rid of all of them fast.”
Bills are headaches. They are pains-in-the-asses (PITA). Paying bills is the best way to
combat them, but turns out to be frustrating, confusing and painful of a task.
Bill payment is an unmotivating task. Most people tend to forget them, or sometimes do
them in the last minute.
With the proliferation of ATM and other online payment services, the importance of
having a PPS account to manage bill payment is becoming less and less popular. The
market has been saturated with bigger and established companies offering payment
services as tie ups on other services they provide (e.g. bank savings accounts offering bill
payments on ATMs, service providers offering auto-pay schemes, online banking with
bill payment services).
People will patronize a particular service continuously if they find its value in their lives.
A Strategy Statement
PPS is an essential part of our lives. It is a must for everyone to be a registered PPS user.
There is a need to reinforce that bill management and payment can be better done through
PPS.
A PPS account empowers the user to manage his finances by combating bills.
With the proliferation of other modes of payment, there is a need to emphasize PPS’ wide
range of participating merchants as well as its most ubiquitous feature (by phone or
online, anytime, in or outside HK).
There is a need to capture the emotion of users to bring their affinity for the service.
There is also a need to alter the attitude of people towards bill payment – that it is a noble,
self-fulfilling, relaxing task.
Registration for PPS should be brought to the attention of people right where they are to
encourage them to register, instead of asking them to go to a certain place.

2. The Creative Idea
PPS gives the user the power of touch.
A Creative Rationale supporting your idea
Touch is a powerful gesture, just like how mothers touch and caress babies, how doctors
use touch therapy for emotionally-battered patients, or how any noble act of a person
against those who are in need touch lives.
PPS bill payment is an act of “touching” – we touch the dial to pay bills. We touch the
keypad to do online payment.
Bill payment is and will always be part of everyone else’s lives – our family and our own
selves – and keeping a good standing in bill payment will always be a sign of affection
for our selves and for our family. PPS is distinct because this is the best manifestation of
being the most powerful “touch” in the market due to the wide range of vendors and
merchants, and due to the fact that it can be done ubiquitously (anytime, anywhere, even
when one is out of Hong Kong).
The Executions
1. Touch booths in MTR stations and in the airport and ferry piers.
2. TVC’s
3. SMS messages in mobile phones
4. Print Ads
5. Web advertisements/pop-ups
1. Touch Booths - While PPC registration booths are available on Circle K outlets
and other places, there is a need to bring them further or closer to people to
encourage them to register and use the service. Touch Booths will be established
in MTR stations where people can register for PPS and can seek assistance on
how to do payments over the phone, through mobile applications, and over the
internet. To emphasize the existence of these registration booths, big stick-on
signs with a hand pointing to the registration machine with the message: “Touch
me!”
The same concept will be established in airports and in ferries going outside of
Hong Kong, but the concept will be geared towards this tagline, “Before you
leave, have you paid all your bills yet? Don’t worry! You can click on
http://www.ppshk.com/! Touch me to register quickly!”. Another message will be

3. “Before you leave, have you paid all your bills yet? Don’t worry! You can install
PPS in your mobile phone!”
2. Television Commercials - Emotion is a great device to draw affinity between the
audience and the service. The aim of the TVC is to capture the hearts of the
viewer and see PPS paying as a noble task, an accomplishment, an act of caring
for oneself and/or for the family. The presentation will also establish PPS as an
authority in providing secure, reliable, ubiquitous payment services – making it
stand out from the rest. Story Board below:
TV Commercial: The Power of Touch
Background music of the TVC – Book of Days (by Enya)
For preview of the music, go to
http://www.youtube.com/watch?v=goKLnMbnidU

4. 3. SMS - Sending an SMS promoting PPS service for loyal users, together with
offers of free ring tones of songs that has “touch” on the title. Recipients will be:
a. Mobile users who have used the service for a particular number of times at
a particular period of time will be sent with the SMS message with a
complimentary “Touch” ring tone.
b. Selected mobile users who have just downloaded the PPS mobile
application
Message reads as:
Thank you for using PPS. In just one touch, you get access to pay a number of
merchant bills. Celebrate the power of touch with a free (name of song) by (singer
name) ringtone.
Some suggested list of songs (preview):
a. Touch Me by Flo-Rida - http://www.youtube.com/watch?v=d4M_ktw4nxM
b. Touch My Body by Mariah Carey -
http://www.youtube.com/watch?v=hlgocZZEddY
c. Touch by Amerie - http://www.youtube.com/watch?v=zs0tub17v3E

5. A generic SMS reminder will also be sent out to random mobile subscribers with
the message:
Haven’t paid your bills yet? Be empowered by the power of touch! Manage your
bills through PPS! For info, call PPS Hotline at 2311 9876 or log on to
http://www.ppshk.com/.
4. Print Ads – Print advertisements will show similes of touch moments in our lives
that are similar to touching the phone or the computer to pay bills. Print
advertisements will be published on magazines and newspapers. (Please see next
pages for the examples).

10. 5. Web advertisements / pop-ups – web advertisements and pop-ups will be used
with the message “Haven’t paid your bills yet? Touch Me!” with a finger pointing
to the PPS website link. Flo-Rida’s “Touch Me” will be used to make the ad or
pop-up more attention getting. These will be distributed on the most visited
websites in Hong Kong, such as:
- http://yahoo.com/
- http://facebook.com/
- http://discuss.com.hk/
- http://atnext.com/
- http://www.hkreporter.com/
- others
These will also be seen on websites of partner merchants like banking and credit
card companies, public utilities, and the like.
This makes an upbeat approach and appeals to the young adult crowd who are
more present online.
References:
1. http://www.ppshk.com/index_e.html
2. http://www.alexa.com/topsites/countries/HK
3. Consumer Insight has been unofficially identified through random informal
interviews of friends and officemates of the author.
4. All photos are gathered through online searches. Photos are used for demo
purposes only and are not intended to break copyright for commercial distribution.