BOCHK taps HK singer Chantel Yiu to promote upgraded app

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

To further engage with Hongkongers, BOCHK held a kick-off event featuring Yiu at Fashion Walk in Causeway Bay in December 2024. The video was premiered at this event, inviting the public to download or upgrade the app while indulging in the "gachapon" machines filled with special offers. The promotion is also being communicated through OOH videos, online banners, SEM, social media, sponsored feeds, and below-the-line communications through online and branch promotion to new and existing customers.

To promote downloads or upgrades to BoC Pay+, BOCHK is providing various offers from 6 January to 28 February. These include vouchers from various participating merchants, along with a lucky draw for a chance to win HK$8.88 million points by completing specific tasks. One of these tasks involves sending e-laisee through BoC Pay+, encouraging users to distribute red packets in an environmentally friendly and convenient way during Chinese New Year.

Florence Chan, deputy general manager of BOC Credit Card (International), said:  “The newly upgraded BoC Pay+ integrates three major functions: payment, credit card management and points rewards. Customers can efficiently manage all BOC credit cards under their name, including applying for new cards, checking application status, viewing monthly statements, tracking transaction records and registering for promotions. Additionally, users can manage BoC Pay+ and BOC credit card points to offset their local or cross-boundary and overseas spending, or redeem gift vouchers, credit card cash rebates and airline miles, all with a single app.“

“In the future, we aspire to introduce more merchants to BoC Pay+, and continue building a more engaging and full-fledged rewards ecosystem,” she added. 

“Riding on the city’s fascination with giant pandas and our strategic partnership with Ocean Park Hong Kong, we have launched a series of adorable panda-themed e-laisee for users to distribute. Our “Be Part of Us! Giant Panda Squad” promotion invites BoC Pay+ users to make online donations to express their love and support for the giant panda,” Chan continued.

Don’t miss: BOCHK empowers HKers to take charge of their lives

Back in November last year, BOCHK 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 featured Hong Kong artist Moses Chan, who was appointed as the bank’s brand ambassador in June last year.

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