Launching the first China ETF in Hong Kong 27 November 2015
GF International Investment Management Limited (GFIIM), a Hong Kong-based investment firm, appointed our team in Asia to develop a campaign to launch their China ETF – the first of its kind - into the Hong Kong market. The campaign was also required to raise awareness of the firm.
Whilst a subsidiary of GF Funds – one of the Top 10 asset management companies in China – the firm is a relatively late entrant into the Hong Kong market, and given its limited marketing exposure, has relatively low awareness.
Our task was therefore to create an integrated campaign which raised awareness of not only the China ETF, but also of GFIIM as an entity, highlighting the firms pedigree, solid investment experience and China market expertise.
Our Hong Kong team developed a creative concept which featured both GFIIM's brand and their China ETF, using uplifting imagery and word play to highlight the core values of the firm and the product. Copy was developed in both English and Traditional Chinese. The creative concept was initially rolled out across print ads which ran in both local and regional press and will be extended to online banners on various portals, event materials, as well as a supporting responsively designed microsite.
Initial response to the campaign from investors has been very positive, and as a result we are now working on a second burst of the campaign which will incorporate GFIIM’s Mainland and Hong Kong Mutual Recognition of Funds (MRF).