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HONG KONG – January 15, 2014 – The SUN International Finance Group (SUNIFG), a Hong Kong based financial group, has launched a rebranding campaign, which uses the core element of sun to communicate the brand benefits to consumers.
Developed by Havas Media Hong Kong, the objective of this campaign is to position SUNIFG as a one stop professional investment firm. According to the agency, this can help investors navigate the unpredictable world of investment.
Taglined “Together We Rise” the campaign was launched on 13th January and will run until end of the year, Havas Media said in a press release.
The campaign rides on three key media including TV, print and OOH to drive awareness about the brand. Targeted at consumers looking for investment services, the creative strategy for this campaign involved using the imagery of “sun” to communicate how the investment environment can be positively impacted by a stable and influential company, similar to the way in which sun can bring one’s family better life, hope, and a good future.
Creative executions of this campaign use images of sunlight to depict how it can give hope to families during a bad weather.
In order to differentiate itself in the competitive investment market category, SUNIFG chose the consumer focus approach to bring out the brand benefits as opposed to the popular tradition adopted by competitive brands focusing on their products to promote the brand.
Jason Kwong, GM of Havas Media Hong Kong, said, “We are very excited to work with a brand with this level of vision and brand commitment. There are very few local brands that are willing to spend this kind of effort in brand building as most are focussed on product and tactical campaigns.”
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Credits
Client: SUNIFG
Media agency: Havas Media
Creative agency: Havas Media
Media team: Tonia Au, Goron Kwan, Henry Chen
Account Director: Tonia Au
Creative Director: Ricky Fong
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