MPFA HK
Marketing Campaign

Campaign Objective

To demystify MPF terminologies and empower the public to make informed retirement investment decisions.

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Background & Challenge

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The MPFA faced a common but critical challenge: how to make complex, jargon-heavy MPF (Mandatory Provident Fund) terminologies accessible to the general public. With low engagement and limited understanding around fund selection, the need for a fresh, entertaining educational approach was clear.

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Concept

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“Large Tangerine” — A Juicy Twist on Financial Literacy

In Cantonese, the sound of “Large Tangerine” playfully echoes the pronunciation of “Fund Schemes.” This linguistic coincidence became the seed of our creative idea:

Transform dry financial terms into juicy entertainment.

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We reimagined the MPFA as a retro-style TV station—MPFA TV—with the Large Tangerine as its emblematic icon. This metaphorical fruit became a symbol of financial knowledge made fun, digestible, and culturally resonant.

Execution: 6 TVCs + 6 Print Ads = One Unified Platform

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We developed six short-form TV game shows, each tailored to explain a specific MPF concept. From “Default Fund” to “Fund Risk Indicators,” each episode was styled as a nostalgic variety show—complete with gold-clad hosts, dramatic props, and playful metaphors like oranges, motorcycles, and cooking segments.

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Each show format was carefully matched to the terminology’s meaning:

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• Cooking Show for “Default Fund” → Simplifies the idea of pre-selected investment options.

• Game Show with Crates of Oranges for “Fund Types” → Visualizes the diversity of fund categories.

• Stunt Performance for “Risk Indicators” → Highlights the thrill and caution of investment choices.​

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To drive traffic to the MPFA TV platform, we designed six vibrant print ads featuring retro television sets and teaser visuals from each show. These ads acted as visual trailers, sparking curiosity and inviting viewers to explore the full episodes online.

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Tone & Style

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• Visual Language: Retro kitsch meets financial clarity

• Messaging Style: Playful, metaphor-driven, and culturally attuned

• Audience Engagement: Designed for mass appeal across age groups, especially younger working adults unfamiliar with MPF systems

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Impact

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By turning financial education into entertainment, MPFA TV redefined how public institutions can communicate with their audiences. The campaign not only increased awareness of MPF terminologies but also positioned the MPFA as a bold, creative communicator in the public sector.

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