BOCHK celebrates memorable encounters with 'Cheers with You' campaign

In celebration of its newly launched Cheers Card, Bank of China (Hong Kong) (BOCHK) has unveiled a new campaign “Cheers with You” to infuse vitality into a fresh brand identity and craft engaging marketing materials for the card.

This comes as the bank realised the world values human connections more than ever after the pandemic. What consumers once took for granted is now cherished as precious jewels. As such, in the aftermath of COVID, BOCHK wished to appreciate the profound significance of every encounter, every shared experience.

Developed by creative agency Hungry Digital, the campaign concept came from "Every encounter is a once-in-a-lifetime experience. Every encounter is worth celebrating". With extensive services and exclusive bonuses, the campaign aims to show that BOC Cheers Credit Card is not just a financial tool but also passport to memorable experiences.

The campaign name "Cheers with You" is not just a slogan but a toast to the human spirit, an acknowledgement of the joy found in shared experiences, said a spokesperson from Hungry Digital. "It's a promise that the BOC Cheers Credit Card is there to enhance these moments, to make the good times even better."

Done in collaboration with video production partners Plan B Film Production, this campaign features a 45-second and a 15-second thematic video commercial on both television and digital channels. The videos aim to capture the essence of the brand message, portraying an array of unique encounters which are worth celebrating.

The thematic video stars Aarif Rahman Lee Zhi Ting, a Hong Kong actor and singer-songwriter. In a heartfelt narrative, he portrays a loving father who, with his young daughter and wife, revisits a cherished local restaurant in Japan, a place brimming with fond memories of his friends. The unexpected twist in the story is a chance encounter with these friends, proving that even amid familiarity, experiences can still be unique and unforgettable.

To engage a wider audience, the campaign has utilised travel-related media channels such as digital out-of-home at Airport Express and Baggage Reclaim Network Digital Panels, along with 12-sheet billboards and digital outdoor video display ads of the MTR network. Bus body advertisements are also leveraged in conjunction with the MTR OOH. This can help remind people about the joy of shared experiences and how the BOC Cheers Credit Card can make such occasions even more special during their everyday commutes and travels.

Don't miss: BOCHK and Visa unveil new card to cope with change in consumption patterns

Back in July, Bank of China (Hong Kong) (BOCHK) and Visa joined hands to launch the BOC Cheers Card, to cope with the change in consumption patterns of middle-class customers pursuing a high-quality lifestyle.

BOC Cheers Card provides customers with a range of dining and traveling privileges, according to the release. For dining, customers can enjoy buy-one-get-one-free offers at designated MICHELIN starred and other high-end restaurants.

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