The Deposit Protection Board is an independent statutory body charged with maintaining a deposit protection scheme to secure the public’s confidence in bank deposits. Since its launch in 2006, an educational approach had been adopted. The challenge, however, was that the public had very low interest in the scheme given that Hong Kong’s banking and monetary system is solid and trustworthy. 

When Twohundred took over the account in 2012, the task was to raise the public’s awareness of the scheme – transforming it from a remote and irrelevant initiative offered by the Hong Kong Monetary Authority and into an everyday household name. Although bank deposits are close to everyone’s hearts, bank runs have never been a concern in Hong Kong. To raise interest and appeal to the mass public, the 1st campaign we produced employed an innovative and entertaining approach using a familiar Canto-pop song with wordplay on “bun”. This campaign was very well-received and the awareness of DPB had improved, especially amongst housewives and the elderly. 

The 2nd campaign continue to employ a down-to-earth approach utilising a longstanding and popular radio program characters to deliver product features and benefits in a format that is familiar and receptive by the public.