Online payment system PPS lets Hong Kong users cut 'bills' with integrated campaign

PPS is an online payment system and collaboration between EPS and PCCW Telecommunications. The objective of the new campaign is to offset the misperception that applying for PPS involves a complicated registration process and promote the system as a convenient alternative for paying bills.

‘Bills off easily with PPS’ targets young people in their early 20s that have just started earning their own money and taking care of their own bills.

Creative agency Draft FCB Hong Kong uses the Cantonese word ‘bill’, meaning outburst, to illustrate how annoying paying bills can be. The TVCs feature a women robbing a store and a man on a ruined date, likening the inconvenience of paying bills to unwanted and unsightly body hair. 

Iris Lo, managing director and ECD at Draft FCB Hong Kong, said, “In previous years, PPS humanised the word ‘bill’ in a memorable ‘Kill Bill’ campaign. Draft FCB turns ‘bill’ from a noun to a verb in order to bring more action to the brand.”

Lo said the highlight of this project is the outdoor and point-of-purchase work for PPS. Some of the displays are designed with 3D hair sticking out of the ads. People will be able to pull on them and hear five different voice recordings explaining different kind of PPS payment methods.

Credits:
Project Bills off easily with PPS
Client PPS
Creative agency DraftFCB Hong Kong
Executive creative director Iris Lo
Art director Raymond Ng
Copywriter Joey Cheng
Agency producer Sherly Tasman
Account servicing Benny Ko, Kenny Wong, Sharon Hui
Media agency Mindshare
Production company Off-lo-hi
Exposure Television, print, outdoor, online, point-of-purchase