AD WATCH 廣告點評

Winge Cheung Associate Creative Director Hardchi Creative

An effective out-of-home advertisement should include these four elements: be able to arouse consumers’ attention; give a strong impression to the audience; echo with local insights and product features; along with a suitable media placement. Ma Pak Leung’s “Ultimate Ginger Candy” was a successful example of doing all of this.

In April, Causeway Bay became “Keung To Bay” – where fans of Keung To, “Ginger Candy”, celebrated the birthday of their idol by implementing decorations and outdoor billboards everywhere in Causeway Bay.

Due to the similar pronunciation between Ginger Candy and the nickname To has for his fans, “Ginger Candy”, Ma Pak Leung deliberately placed its Ginger Candy advertisements on billboards in Causeway Bay during To’s birthday month, resulting in viral sharing on the internet, successfully making the brand image younger, and increasing exposure.

NOT: ZERO FINANCE HK

A 30-second TVC requires a single-minded focus and a clear and concise explanation of the product or service’s selling point. In this case, the Zero Finance “X Wallet” advertisement promoted the first AIpowered instant approval personal loan app in Hong Kong, which can provide results in as quickly as five seconds.

The advertisement began by highlighting that opening an online store, obtaining a yoga certification, or learning a new skill could all be accomplished in just five seconds. This served to explain that Zero Finance had introduced the first instant approval personal loan service in Hong Kong. Unfortunately, this approach may have been confusing since all three examples mentioned in the advertisement require time and effort to build, and cannot be achieved solely through obtaining a loan.