EPS TVC


It an uphill battle for EPS to fight against credit cards. Credit card is a big business in a consumerism society like Hong Kong. Commission is only a small part of their earnings while real incomes in fact come from interest charges. They have the money to advertise and promote, giving us loads of reasons to "pre-spend" our money. Merchant offers and discounts, installation plans, bonus points and so on. All of these make us use credit cards more. It's not easy for EPS to fight back. When do we use EPS ? Only when we need to pay a surcharge for using credit card like at those mobile phone shops in Mongkok. In this TVC, it attempts to use emotional appeal of "back to basics", 反璞歸真. I think it does provoke our thoughts and induce some emotional response. However, in reality, all of us are still addicted to using credit cards. It's a good ad and a good try. But it's a long road for EPS indeed.

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