Wing Hang tax loan TVC

Tax paying season is around the corner. Presumably tax loan is quite a big market and many banks and financial institutions are spending big in communications. Wing Hang is a bank with low recall and awareness but you must be aware that it's quite committed to the tax loan market over the years. Each year it launches a new TVC with 鄭中基. When you see 鄭中基 at this time of the year, you would be reminded of Wing Hang for tax loan. That's the upside of using the same celebrity in a consistent manner over time. Yet you may run into the risk of having a serivce or a company too attached with a celebrity. Imagine if that celebrity is no longer used, due to budget or whatever reasons, all the association effects will be gone at once. It can be quite fragile.

Comments

Anonymous said…
Agreed with your view that too attached to the same celebrity can be risky. Similar approach is also used by other personal loan lenders, but they tend to use comic figure or hire talents/models instead.
9:07 am
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