BOCHK invites youngsters to push through boundaries in wealth management

Bank of China (Hong Kong) (BOCHK)’s “Banking TrendyToo” has teamed up with LEGO's certified professional Andy Hung along with other stars to launch the "Strive for the Best. Together We Break the Record!" campaign.

With an attempt to break the official Guinness World Records title for the LEGO Brick Diorama, the campaign aims to empower young customers to push through boundaries and strive for the best in wealth management.

Initiated earlier this year, Hung started building the massive LEGO brick diorama based on the original Chinese art piece "Along the River During the Qingming Festival". With the collaborative effort of "Banking TrendyToo" customers, this masterpiece is expected to be completed and set a new world record by October 2024.

“Banking TrendyToo" customers who successfully complete registration and designated financial tasks will gain the opportunity to be part of the record-breaking team and win a travel gift card. 

In a conversation with MARKETING-INTERACTIVE, Tania Wan, deputy general manager, personal banking and wealth management, BOCHK said the bank chose to partner with Hung considering his achievements in the field of LEGO art, and LEGO has been a beloved and timeless brand with global appeal, especially among young people. 

"Building a LEGO structure demands strategic planning, creativity, and teamwork - essential skills that also contribute to successful financial planning," said Wan.

To leverage the brand appeal of LEGO, "Banking TrendyToo" has partnered with the LEGO certified professionals (LCP) programme, which is a network of adult LEGO entrepreneurs with exceptional knowledge and skills in delivering unique LEGO-based experiences, to put forth such unprecedented accomplishment to its young customers, empowering them to push through boundaries and aim high with the bank. 

Targeting the bank’s enrich/i-free banking services customers aged between 18 and 35, "Banking TrendyToo" takes an integrated marketing approach to maximise brand exposure, improve brand awareness, and foster long-term relationships with the millennial and Gen Z audience. 

To resonate with the target audience, the campaign has invited local singer Gigi Yim, along with rising celebrity Hillary Lau and the new boy band ROVER, to serve as campaign ambassadors to develop a series of marketing contents, inviting the young community to be part of this record-breaking journey.

To further engage with the audience, the campaign has invited the public to witness the massive LEGO brick diorama from 25 September to 31 October at New Town Plaza. In the spirit of National Day celebrations and to capitalise on the current wave of panda enthusiasm in Hong Kong, the exhibition also features other masterpieces by Hung, such as the “Panda twins” and “Terracotta warriors”.

The exhibition has blended traditional art with modern creativity, aiming to attract not only LEGO fans, but also enthusiasts of Chinese history, arts and culture of all ages. 

To amplify the campaign’s reach, the campaign has invited KOLs and influencers to preview the exhibition and share their first-hand experiences. It has also collaborated with YouTube Channel “Bacalhau” (歡樂馬介休) to produce a quiz game video featuring fun and impressive world records. It aims to attract visitors to the exhibition while incorporating practical and interesting financial management tips.

To sustain momentum and encourage public engagement, the bank has launched the interactive "TrendyGoal AR Game" - a month-long gamified experience where the public may complete various missions to unlock attractive cash rewards, and win a chance to join "Banking TrendyToo" customers in the "Strive for the Best. Together We Break the Record!" campaign. This game-based activation nurtures deeper customer relationships and facilitates new customer acquisitions.

Apart from the digital initiatives, the bank is also offering exclusive LEGO building workshops led by Hung. These immersive brand experiences aim to forge emotional connections and build customer loyalty.

Done in collaboration with PR agency The Bridge Agency and creative agency Stunz Creative, the campaign deploys a comprehensive, omni-channel strategy to maximise audience engagement and drive brand awareness and customer acquisition.

On the digital front, the campaign is deeply integrated across the bank's owned media channels, including prominent placement on the bank's website, in-app push messages to target customers, and marketing content on own social platforms.

Additionally, the bank has leveraged impactful OOH placements to drive mass awareness and participation in the AR online game. Promotional videos with AR effects featuring the campaign ambassadors are displayed on the large TV screen outside SOGO department store and other high-traffic locations at Causeway Bay, with QR codes to drive visits to the campaign website and game sign-ups.

A roadshow with eye-catching installations is staged at selected branch and high-traffic spots at Causeway Bay to directly engage with potential customers and promote the campaign.

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