BOCHK empowers HKers to take charge of their lives

Bank of China (Hong Kong) (BOCHK) has 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 features 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.

“Chan’s background aligns perfectly with the needs of private wealth clients, allowing him to receive efficient and high-quality financial and business services for himself and his family,” said the spokesperson. 

Given that BOCHK’s service caters to clients with a net worth of HK$8 million or more, the campaign targets high-end clientele.

As part of the campaign, a cinematic video featuring Chan has been released on YouTube. The video captures a day in Chan's life, showcasing his dedication to sports, his love of coffee, and his family’s financial planning—all of which reflect his personal standards that contribute to his refined lifestyle and image.

The video conveys that BOCHK’s private wealth service assists clients with wealth management planning, enabling them to take charge of their lives and become the protagonists of their own stories.

To connect with a wider audience and boost its social media presence, the campaign has partnered with TVB, launching brand video ads during the airing of Chan's drama "Big Biz Duel" (企業強人), which aligns with his character as an entrepreneur.

Additionally, the campaign is promoted through large out-of-home (OOH) advertisements at the entrance of the Hong Kong Cross-Harbour Tunnel, the SOGO mega TV wall, and the TV wall at the World Wide House. It also includes YouTube ads, social media posts, magazine features and back covers, as well as ads in 170 Bank of China Hong Kong branches to establish a strong presence and capture public attention.

Meanwhile, a larger promotional programme will be launched at the end of this year and will extend into next year, according to the spokesperson.

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