TPLHK
Branding
Campaign
Client
TPLHK
Agency
Transmission Creative HK
Date
2017 - 2018
Category
Brand Image, Brand Video, Roadshow
Background
China Taiping Life Insurance (Hong Kong), TPLHK, is one of the new brands in Hong Kong under China Taiping, a Fortune Global 500 company. Their marketing team found us to work alongside to build the brand image and increase Brand Awareness through the new marketing campaign, which focuses on the Hong Kong middle-class family segmentation. Moreover, to introduce the products to them.
Challenge
The challenge of the campaign creation was balancing the traditional China Taiping brand's core visual element, such as the "Taiping Elephant", into our designs and effectively communicating to target customers with the TPLHK brand value in the proper art direction.
We developed two marketing campaigns to address this:
"Painting Inheritance"
"Protecting Inheritance with You."
Design and Creative
The "Painting Inheritance" campaign conveys TPLHK's value as a partner in building a fruitful future for you and your family. We incorporated the "Taiping Elephant" into the painting style's key visuals to enhance the brand's associations and recognition with the target audience. The campaign media includes a brand video, print ads, digital planal video, and promotion van.
For the "Protecting Inheritance with You" campaign, our creative team transformed Hong Kong's traditional childhood game into the concept of protecting your family's future alongside TPLHK. We also designed a mini web game for exclusive customers to promote the new financial product and deliver TPLHK's brand value.
Result
These two marketing campaigns successfully helped the TPLHK marketing team position their brand in the Hong Kong market, develop a new brand image associated with China Taiping's history, and cater to their segmented target audience.