BOC Credit Card breaks new ground in financial marketing with CGI campaign

BOC Credit Card is transforming the rewards landscape with its dual-pronged "Amazing local and global rewards campaign," where Hong Kong singer MC Cheung takes centre stage alongside an animated character in an innovative approach to credit card benefits storytelling. 
 
Created in partnership with creative agency So Don't Bore, the campaign's centrepiece is a thematic video that reimagines credit card rewards through the lens of weather forecasting. Mr. Rewards, Cheung's CG character, appears as a charismatic forecaster predicting "rewards weather" for both local holidays and popular travel destinations, creating an engaging narrative that resonates year-round. 
 
The campaign artfully weaves together two distinct programmes: "Amazing local rewards (狂賞派)," offering enhanced rewards during public holidays, and "Amazing global rewards (狂賞飛)," designed to reward spending beyond Hong Kong.  
 
In a creative twist, Cheung shares the spotlight with his animated counterpart, "Mr. Rewards (狂賞先生)," in a campaign that bridges real-world banking with playful digital storytelling.  

The campaign targets current BOC credit cardholders and individuals who enjoy holiday spending and international travel, said BOCHK in a conversation with MARKETING-INTERACTIVE. "We introduce our new program effectively by highlighting the unique benefits of the "Amazing Rewards" and emphasising features tailored for public holidays and overseas trips."
 
The campaign breaks new ground in financial marketing by transforming traditional spokesperson dynamics. The animated Mr. Rewards character, crafted with attention to detail in wardrobe and features, allows for creative storytelling flexibility while maintaining the trust and authority expected of a leading banking institution. 

This innovative approach to financial marketing demonstrates BOC Credit Card's commitment to engaging both existing cardholders and potential customers through creative storytelling, while maintaining the professional integrity essential to banking communications. 
 
The campaign aims to balance the technical aspects of credit card rewards with engaging content, setting a new benchmark for how financial institutions can communicate complex benefits through accessible, entertaining narratives. 
 
Anny Seto, head of usage and promotions division, BOC Credit Card, said: "The seamless integration of real-world elements with CGI required a shared vision and trust between all parties involved. The result is a campaign that not only promotes the rewards programmes but creates a memorable narrative that connects with both local spenders and international travellers.”

Apart from traditional TV commercials, this campaign is widely promoted through OOH bus bodies, shelter domination, MTR digital totem, BOC branches, and social media channels.

Don't miss: BOCHK empowers HKers to take charge of their lives

Back in November 2024, Bank of China (Hong Kong) launched a new campaign for its private wealth service that emphasises its upscale brand image and the lifestyle valued by a high-end clientele.

With the main tagline “Be the master of your life” (掌控人生 成為主角), the campaign featured Hong Kong artist Moses Chan, who was appointed as the bank’s brand ambassador in June.

A spokesperson from BOCHK told MARKETING-INTERACTIVE that Chan has been a long-time client of BOCHK’s private wealth services and is known for his high standards. He excels in multiple roles: as a successful actor, a dedicated husband, and a great father, while also growing his coffee shop business and capitalising on investment opportunities.

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