East Asia Bank Corporate TVC


With debt and credit problems roiling the world's financial institutions, many of the bank's Hong Kong customers were less than assured. East Asia had run into instability rumour a few months ago where people rushed to its branches for withdrawal. This must be why it airs a corporate image TVC to enhance the stable, long-established image. I just doubt whether this is the right time for doing this. Negative news about financial institutions is still ongoing and the effectiveness of any corporate image initiative would be leveled off by the ongoing negative publicity on the financial sector. Unless there is a really hard-hitting PR idea to turn the image around, I would rather stay quiet at this time. A corporate image TVC like this would not be the solution as it's so generic. Just have a look at the Sun Hung Kai Financial TVC below and compare the way of saying :

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