Ta Chong Bank: Dream Ranger

Taiwanese bank Ta Chong only had 67 branches compared to the 300 of its main competitor.

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,...

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