BOCHK concludes media pitch

Bank of China (Hong Kong) (BOCHK) has appointed IPG Mediabrands Hong Kong as its media agency of record, following a competitive pitch earlier this year, MARKETING-INTERACTIVE understands.

The appointment will last for three years. As part of the partnership, IPG Mediabrands will look after the brand’s media buying and planning business for Hong Kong. It is understood that the incumbent agency Zenith and Mindshare took part in the pitch.

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The partnership comes after Interpublic Group was acquired by Omnicom in a US$13.25 billion all stock deal. The combined company will bring together the industry’s deepest bench of marketing talent, and the broadest and most innovative services and products, driven by the most advanced sales and marketing platform.  

Together, the companies will expand their capacity to create comprehensive full-funnel solutions that deliver better outcomes for the world’s most sophisticated clients. 

Beyond the partnership, BOCHK has also ramped up its marketing efforts to amplify its brand positioning. Back in February, BOCHK unveiled a new branding campaign to reinforce its position as the leading provider of RMB services. This initiative showcases BOCHK's profound experience in RMB business, professional RMB wealth management, comprehensive cross-boundary financial solutions, and innovative integrated payment options.

Running from March 2025, the new campaign features four striking new key visuals with a fresh and visionary aesthetic, each highlighting one of BOCHK's core RMB strengths.

Beyond impactful outdoor advertising dominating high-traffic locations such as the Cross Harbour Tunnel entrance (Hong Kong Island), billboards, and POWs across the city, the campaign leverages a multi-channel approach encompassing online, social media, and offline promotions.

On the other hand, BOCHK also recently launched BoC Pay+, an upgraded mobile app to enhance digital payment experience for consumers.

Primarily designed for users in Hong Kong, the upgraded app supports various payment methods such as FPS, UnionPay QR code, Weixin Pay, e-CNY, and Prompt Pay. It allows users to manage multiple credit cards efficiently while earning points and redeeming rewards. The app focuses on local and cross-border transactions, offering a streamlined platform for payments, credit card services, and rewards.

To promote the new features of BoC Pay+, BOCHK has partnered with creative agency Stunz Creative and PR agency The Bridge Agency to launch a campaign featuring the bank’s ambassador, local pop singer Chantel Yiu. The campaign includes a video in which Yiu voices BoC Pay+'s mascot, "Pay Buddy."

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