Creative Strategy - Brand Campaign

1. Background of PPS

PPS (Originated as "Payment by Phone Service"), a Hong Kong EPS systems and PCCW Joint electronic payment system that applicable for:

- public utilities

- banks

- telecommunications companies

- government departments

- educational institutions

- charitable organizations donations.

PPS processes millions of bill payment per month. Stepping in the Internet payment service in 1999, Chinese name from "hearing" to "spirit", English names to PPS is still in this abbreviation.

Before using PPS service

Open a PPS account: bring along a Bank ATM card or credit card with a drawing function, then go to any PPS registration terminals which all over Hong Kong, including most Circle K convenience stores, PCCW Shops, Aeon counters in all Jusco stores and some major banks for setting up. Changing password, updating mobile phone & other related services are also available in these terminals.

Before paying bills by using PPS, please go through the steps of the registration of a bill by phone or the Internet for payment. Subsequent payment need not be registered again for the same bill.

PPS existing challenge

Nowadays, PPS was losing market share by the growing up of other billing payment method over the last 10 years.

The Objective New campaign

To regain market share that amidst fierce competition and indifferent public attitude.

2. Consumer Insight on PPS bill payment

In the past few years, PPS has launched “Kill Bill” campaign to appeal young adults in particular. However, more payment platforms provided by banks have been frequently used by the public that makes fewer and fewer young people using PPS to pay bill. Thus, PPS has the need to launch a new promotion campaign. To relaunch, the target consumers need to be redefined and finally target to the working mother (aged 30-45).

Why working mother being the target consumers?

To let each family member has a better living standard, most working mother not just busy on their paid job, but also tons of the house works. Everything need to be handled by own and should perform well, while big mistakes are not available to occur. They may also set a target to save more money for the family, thus they need to have a good control on the household spending. Thus, we can see how high the pressure that every working mother is facing.

Tension:

Those working mothers cannot fully remember what they need to do in everyday, some important things would be forgotten. However, there are lots of things like monthly household expenses need to pay, such as children education fees, fees for public utilities, and so on. Time is quite consuming to settle all these payment transactions. Once forgot to pay, penalty will be charged. Thus there is a high pressure that working mother is facing on the billing settlement.

PPS service benefit:

Working mothers can enjoy greater convenience and flexibility by using phone or internet to settle most billing on hand at anytime and anywhere, as well as preset the payment transaction time to settle bills, that why PPS named their service as 'Pay It Your Way.'

Once the working mother can understand and feel how PPS service can help to solve their workload in their daily life, their tension will be released and build up reliability on PPS service.

3. Strategy Statement

To come up with the strategy statement, a “Brand Promise” should be identified.

‘Brand