BOCHK's new campaign takes a moving approach to Private Wealth banking

Bank of China (Hong Kong) (BOCHK) has rolled out a campaign leveraging a heartfelt approach to promote its private wealth banking service.

Themed “Where Wealth Glows”, the campaign set itself apart from competitors as it leveraged an approach to touch customers’ hearts. Apart from focusing on the prestigious image of private banking, the campaign focused more on building a legacy. The creative force behind the campaign said it hoped to highlight what the affluent customers hoped to achieve.

“I am very grateful to the bank as it is bold enough to take a step further to create a campaign that really touches the hearts of customers,” said Joe Wong, managing partner of Omakase Advertising, Greater Bay Area.

“The high-net-worth customers are far more than just a rich person. They are looking for legacies and contributions to the bigger community rather than a personal image. This shift from achievements to actualisation is the foundation of the campaign and this is why we created a campaign focused on shared values,” he added.

The campaign has been launched with multiple components and touchpoints, including a brand video, a product video, print ads, websites and visual identity design for a number of collaterals.

Apart from the campaign, BOCHK also launched an event to officially debut the service, featuring actor Simon Yam guest attending the event virtually.

Credits
Agency: Omakase Advertising, Greater Bay Area (The digital advertising unit of Move Communication Group)

Project leader: Afa Leung
Head of art: O'poon
Content specialist: Toby Wong
Art director: Thomas Ng, Tommy Li
Copywriter: YanYang, Kristie
Production: Kasey Cheng
Brand consultant: Joe Wong