BOC looks for inroads into China's youth

• Target the educated youth
• The campaign stresses the necessity to embellish life among the youth
• Campaign to include TV, OOH and point-of-sale

Shanghai - To shore up its share of the credit sector in China, Bank of Communications has rolled out a campaign to support its newly launched credit card targeting China's educated youth.

The "Let the world enriches me" campaign, rolled out by Leo Burnett Shanghai, targets adults aged 25 to 35 year with international perspectives that matches the brand of the Global Card.

In recent months, China has been seen as the most "spendable" country during the credit crunch. With its huge potential to spend, the bank is going after a younger demographic.

"We fully understand the young Chinese adults' desire to be successful," Wei Wei Chan, CEO of Leo Burnett Shanghai, said.

"They are confident in taking control of their own destiny, all we need to do is to inspire them to take further steps to face the world. That is why we come up with this strategic positioning for Pacific Credit card."

The campaign includes TV, out-of-home and point-of sale, to inform consumers about various promotions.