DSB Hong Kong is promoting awareness of its signature personal loans product, Express Money, to encourage registration. Local celebrity Kevin Cheng returns as the brand's endorser for the second year in a row.
Cheng is transformed as an agent along with three Dah Sing angels as his assistants. Each of the angels specialise in ‘easy approval’, ‘speedy approval and loan disbursement service’ and ‘low interest rate’.
The creative concept by Draft FCB Hong Kong is to deliver the message that one is not alone in fighting for a loan. DSB will go out of their way to help ease the financial burden.
Besides traditional media, the campaign also includes public relations efforts.
Credits:
Project Angels
Client Dah Sing Bank Personal Loans
Creative agency DraftFCB Hong Kong
Creative director Ronnie Yeung
Associate creative director Helen Yeung
Account servicing Karen Ng, Cat Chow
Production company Off-lo-hi
Director Anthony Fu
Media agency OMD
Exposure Television, print, outdoor
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