PrimeCredit tap O&M HK for brand campaign

Hong Kong financial institution PrimeCredit Limited has engaged Ogilvy & Mather to help launch its first ever corporate branding campaign.

“The creative element of this campaign is based on the story of Christopher Columbus, an explorer in the 15th century. Columbus’ exploration proposal was rejected by several countries before he finally received sufficient financial funding from the Queen of Spain,” said Sandy Chan, Executive Creative Director at Ogilvy & Mather Hong Kong. “The value of brotherhood (義) was demonstrated by the Queen of Spain, which resembles the same fundamental beliefs of PrimeCredit.”

“We always try our best to help our customers to overcome their financial difficulties by delivering various kinds of financial assistance,” said Emily Chow, Head of Marketing, PrimeCredit Limited. “Through this branding campaign, we are reinforcing our corporate value of brotherhood (義) and showcasing our capabilities in other financial areas including personal loans, credit card and mortgage loans.”