Ta Chong Bank: Dream Ranger
Agency: Ogilvy & Mather Advertising (Taiwan)Client: TA CHONG BANKProduct: BANK
Objectives
Ta Chong is a small bank in Taiwan. It has 67 branches, while a leading competitor has over 300.
It spends less on advertising too, about 15% as much as the leading advertiser in the banking sector.
As a result, its visibility is low. It ranked 22nd in an awareness survey in 20101.
Low visibility is a problem in two ways. First, big banks with lots of branches are more convenient for face-to-face transactions. Second,...