Claims Direct HK

It's a really down-to-earth TVC and it is only aired after midnight on TVB. It's not an ad worth talking bout, you think. We are used to commenting about advertising ideas and executions. This time I would like to use it as an example to bring out the relationship between strategy and advertising. If you don't have good strategy, it's not easy to sell even with a brilliant ad. On the contrary, if your strategy is right, it wouldn't necessarily take an ad that costs you an arm and a leg. While hundreds of financial companies and banks are focused on credit cards and personal loans, this Claims Direct HK is positioned as the accidental claims expert. It comes with loans, claims, legal and rehabilitation transfer services, all under one roof. It simply occupies an unique space or a niche in the market and its ad just serves to promote awareness and communicate its positioning. The market for accidental claims services may not be too big but I'm sure it is in the top of mind when people bump into accidental claims issues. So next time when you see this TVC, don't laugh. It's a company with a sound strategy.