BOCHK brings everyone closer with new branding campaign

Bank of China Hong Kong (BOCHK) has launched a branding campaign, to highlight the bank's commitment to understanding customers' needs and connecting with various stakeholders in the society.

Also known as “Understanding Brings Us Closer”, the campaign has come with three series of videos, including “understanding brings us closer”, “sustainable development” and “new technology”. The videos revolve around the story of a protagonist's care for family, work and society, and his efforts to pursue his goals. As the owner of a start-up company, he is seen making breakthroughs and innovates with employees to achieve goals through the good use of technology. As a father, he strives to protect the environment and continue a better future for his children.

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BOCHK told MARKETING-INTERACTIVE that the campaign is promoted across TV, out-of-home, online and print advertising means at various spots including Hong Kong MTR station and SOGO Causeway Bay.

Furthermore, BOCHK's print ad design has incorporated the bank's emblem and unique arc design elements, bringing out the concept of connection and internationalisation in a modern way. The design of the emblem is inspired by ancient Chinese coins, which symbolise the bank, and the character "中" in the middle represents China. The shape of the "outer circle" symbolises that Bank of China is a large international bank facing the world.

BOCHK has leveraged its business advantages over the years, as well as enhancing customer experience with innovative technologies through insights into market trends, and providing customers with comprehensive, professional and high-quality services. Furthermore, it is committed to promoting green and sustainable continuous development.

Back in January, BOCHK launched a campaign featuring Hong Kong singer Jason Chan and his daughter Abigail to introduce its new “Home Expert” App. This came as the bank understood that property purchase was one of the most important decisions in our customers’ lives.

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