Citfinancial vs Promise

Both TVCs are low-cost productions. They are literally selling similar personal loans. I'm putting them up side by side to illustrate the difference in creativity. The fact is that we can still put a bit of creativity into low cost productions. In the Promise TVC, it takes a spokesperson approach. A creative idea is lacking where the message is not "encoded" with a creative idea. Straightforward, you may call it but it's won't make an impression so that people will remember. As for the Citifinancial TVC, an analogy is used : its loan is like a life saving aid that prevents you from drowning in debts. It's not awfully creative as it's just a low-cost production. But at least there is a creative idea that people can associate with. Limited budget ? Still, let's not give up on creativity.


P.S. We are organizing a program on marketing communications for banking and finance on Nov 17. Check out the details of the program and enrolment.

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