BOCHK makes property purchase easier with new campaign featuring HK singer

Bank of China Hong Kong (BOCHK) has launched a new campaign featuring Hong Kong singer Jason Chan and his daughter Abigail to introduce its new “Home Expert” App.

This comes as BOCHK understands that property purchase is one of the most important decisions in our customers’ lives. Therefore, it has introduced the new app to consumers, which is a one-stop online portal providing customers with step-by-step guide throughout the complex home-buying journey. The app offers an array of services ranging from the hottest property market news, home buying tips, mortgage calculator, instant valuation, mortgage assessment to mortgage application and so forth, aiming to help consumers to achieve their home buying dreams with ease.

Launched from December 2022, the campaign has adopted celebrity endorsement by featuring Jason Chan and his daughter Abigail. Chan revealed his plan to purchase his first property after knowing Abigail will soon become a big sister and appreciated how user friendly is the “Home Expert” App for solving all his problems as a first-time home buyer. Furthermore, content amplification across paid, own and earned channels are adopted throughout the campaign. BOCHK told MARKETING-INTERACTIVE that the brand increases its brand awareness by leveraging influencer personal need to further connect with customers and authentic content.

Back in June 2022, BOCHK’s BoC Pay launched a campaign featuring local artists, in support of the introduction of the second phase of the Consumer Voucher Scheme (CVS). The campaign video featured Hong Kong artist Dodo Cheng and singer Chantel Yiu, recommending Hongkongers to switch their CVS payment platform to BoC Pay.

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