More than 20 Mandatory Provident Fund (MPF) providers will start their advertising campaigns and marketing programmes today.
The legislation requires that all 300,000 employers be enrolled in an MPF scheme before contributions begin on December 1.
Scheme providers will have to use all their marketing resources over the next 10 months to secure at least a 5 per cent market share to survive.
Advertising on TV, newspapers, magazines, radio, MTR stations, bus stops and trams are the common ways of building name-awareness.
AXA China Region, general manager John Snelgrove, said the insurer would focus on advertising in MTR stations and bus stops in Kwun Tong, Kowloon Bay and Tsuen Wan - where most of the small enterprises are located.
'We have to make sure our advertisements reach our target - the large number of small enterprises which usually don't have any retirement plan and need to set up an MPF scheme, Mr Snelgrove said.