Bank of East Asia highlights the power of financial prudence with new campaign

The Bank of East Asia (BEA) has partnered with Hong Kong singer Joey Yung to promote its wealth management brands SupremeGold and SupremeGold Private.

Done in collaboration with PHD, Society, Communion W and Number One, the campaign aims to delve into the essence of wealth while demonstrating how BEA delivers on its brand promise of providing tailored wealth management solutions to its customers.

Yung is serving as the ambassador for both sub-brands as part of the two-month campaign called “Don’t just be rich, be wealthy / 人生不止於富有”, targeting affluent and high-net-worth customers. 

In a conversation with MARKETING-INTERACTIVE, a spokesperson from BEA said Yung's career journey aligns with the campaign values. "Our campaign emphasises the importance of wealth management in achieving one's dreams. Joey's career journey is a perfect illustration of this principle, making her an authentic and powerful voice for our message."

Yung's rise from humble backgrounds to stardom mirrors the aspirations of many who dream of achieving greatness, said the spokesperson. Her story is a testament to the power of perseverance and financial prudence.

"As a celebrated artist, Yung's influence extends beyond entertainment. She is a role model for aspiring artists and entrepreneurs, demonstrating that financial success is attainable with wise financial decisions."

The brand also chose Yung to represent the campaign due to her love for her mother. "She understands that wealth isn’t just about personal indulgence; it’s a means to look after your loved ones. Her commitment to her mother exemplifies the essence of wealth beyond capital gains, which aligns perfectly with our advertising campaign theme. By entrusting her financial affairs to BEA, Yung is able to free up precious time so that she can focus on her music and most importantly, quality moments with her mother."

Moreover, the campaign is created based on the results of the “Life of Affluence” survey, which involved over 500 participants aged between 35 and 55. The survey aims to understand the wealth management needs of the bank’s clients and provide tailored solutions.

According to the survey, only 51% of respondents considered themselves wealthy. 78% of respondents agreed that wealth goes beyond the mere accumulation of capital. 87% of respondents believed that wealth means having the freedom to plan their own time and explore life with ease; 85% expressed a strong desire to invest in personal growth and self-fulfilment; and 79% wished to spend more quality time with their loved ones.

Shirley Wong, general manager and head of personal banking division at BEA, said, “The survey has further deepened our understanding of the challenges and expectations of affluent clients regarding their financial needs. Harnessing these insights, we have specially designed financial products and services that cater to customers’ evolving requirements across different life stages."

"These solutions empower them to seize investment opportunities, accumulate wealth, and most importantly, prepare them for the future while freeing up more time to pursue their passions and priorities. The 32% year-on-year increase we have seen in the number of SupremeGold Private customers as of March this year demonstrates the public’s trust and confidence in our wealth management services," she added.

Don’t miss: Bank of East Asia picks fencers Edgar Cheung and Cheung Siu-lun as brand ambassadors

In terms of marketing strategies, the campaign has embraced digital and content marketing by releasing teaser post on social media, and it was officially launched at a press event. A 360-degree marketing strategy has been leveraged to engage and interact with target customers.

To amplify the campaign message, it is promoted via paid TV channels, digital media, and social media platforms. The brand has also introduced out-of-home advertising (OOH) and press events, utilising its branch network to facilitate promotion. 

In October 2021, BEA appointed Hong Kong fencers Edgar Cheung Ka-long and Cheung Siu-lun as brand ambassadors in their longstanding partnership with Blue Cross, which began in 2015.

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