Tuesday, April 29, 2008

法巴另類宣傳

港股經過上周內地股市沖喜洗禮後,本周就要面對美國聯儲局議息的因素,減息0.25厘暫時似有共識,而本港跟減的機會的確不大,但昨日恒指則收25,666點,升149點,而窩輪成交亦有逾185億元,佔大市成交比重25.14%,表現仍活躍。

提起窩輪,近年這種衍生工具成為外資行的大生意,當中法巴便佔一杯羹。其實,不要以為僅限於窩輪而已,法巴正名是法國巴黎銀行(BNP Paribas),規模認真不細,業務橫跨85個國家,員工人數達16.2萬名,提供投資銀行、資產管理和零售銀行,早前法國興業出事,法巴就傳成為買家之一。

不過,正當全球經濟一體化,生意範圍廣不代表人人識,故此建立國際性品牌就更是刻不容緩,且看滙豐控股(005)近年南征北討後,多整合業務於一身,單是那句「The world's local bank」,就已經在各處通用,故此法巴也要諗計打響名堂。

最近法巴就想到新意思,就是贊助一個由法國攝影大師Yann Arthus-Bertrand的紀錄片「6 Billion Others」,有興趣的可以瀏覽:www.6billionothers.org,就可以在網頁一角看見那句「由法巴支持」的英文句語和其公司logo,低調中又顯眼。這套紀錄片自03年起製作,在全球65個國家進行6,000個訪問,製作了4,500個小時,並濃縮為450個小時的節目。

不要以為今次是豪花之作,《華爾街日報》指只用了200萬歐元(約2,491萬港元)而已,認真濕濕碎。法巴過往較多贊助的項目,不是法國網球公開賽,就是台維斯盃網球賽,公司名字的知名度自然局限於運動層面,故此今次贊助這套紀錄片,就是想省靚招牌,傳送法巴是一間環球性金融機構的訊息,同時也關心本土文化。

為甚麼不直接採用來電視廣告宣傳,轉個彎做形象廣告呢?相信成本效益亦屬考慮之列,畢竟在黃金時段播放一個15至30秒的廣告,始終不及這種贊助化算,據聞這套紀錄片的播映權已在不少國家賣出,如巴西及德國等,而香港的播放權亦已有著落,只是未知花落誰家,相信最快9月後陸續推出。

當然,今日銀行服務基本上大同小異,最多是服務名稱略有不同,但差不多已照顧超級富豪、百萬富翁,甚至中產階層,所以競爭邁向全面肉搏,再停留在以往的心態只會落後於人,且看滙豐近年大賣廣告,更贊助如高爾夫球等賽事,就是要提升檔次。

不過,準備出外公幹的朋友呻,往相熟銀行換外幣,竟然因兌換金額不足3千元港幣,而要收手續費,慨歎今日散仔客戶就要被抽盡油水,補貼服侍大客戶。

(4月29日刊於《am730》)

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