Ta Chong Bank: Dream Rangers
Principal author: Oliver Tsai, Ogilvy & Mather TaipeiContributing authors: Tim Broadbent and Minguay Yeh, Ogilvy & Mather Taipei
BACKGROUND AND OBJECTIVES
Ta Chong Bank 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. Ta Chong ranked 22nd in an awareness survey in 20101.
Low visibility is a problem in two ways. First, big banks with...