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The Bank of East Asia revamps SupremeGold brand

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The Bank of East Asia (BEA) has revamped its SupremeGold brand to drive the acquisition of young, affluent professionals as customers of its premium banking service."Part of the drive behind this brand revamp is to demonstrate the benefits of SupremeGold to a new generation of potential customers," Vincent Hui, general manager and head of the personal banking division at BEA, said.That's probably why a young couple is featured in the campaign's TVC, which revolves around the theme of personal fulfillment.The TVC was broadcast on Now TV, TVB's iNews, UA Cinemas as well as all of the bank's branches and its website.Static ads were also placed in newspapers, magazines, the bank's branches and outdoor billboards.  The above-the-line part of the campaign will run until October.[gallery link="file" ids="66975,66976,66974"]The ads feature Chinese-style paper-cut illustrations by UK-based artist Yulia Brodskaya that unravel and bloom like flowers, matching the metaphors used in the bank's brand messages."The ads communicate three of our key messages for SupremeGold: 'grow your wealth together', 'let your wealth blossom', and 'flourish in life'," Hui said.Complementing the campaign is an incentive scheme where new SupremeGold customers are rewarded with round-trip tickets to select travel destinations depending on their account balance.The more money customers have in their account, the further away the travel destination on offer, encouraging new customers to transfer their savings to their SupremeGold account at the bank.  Europe is the destination on offer for those whose bank account balance hits the highest savings bracket.Hui said, "Our target audience is affluent, stylish and interested in enjoying the finer things in life, particularly the opportunity to travel to cultural hotspots like Europe.""For this reason, we highlighted the reward of round trip tickets for two to Europe in our acquisition campaign, adapting the visual style of our graphics to show famous European landmarks."The look of the bank's SupremeGold centre in Times Square has also been revamped as part of the brand revamp.As a loyalty marketing strategy to engage the new customers they acquire through this campaign, the bank will be rolling out investment seminars, health talks and special offers in the future. Video credits:Creative Director: Nuttorn Vongsurawat, ProphetBusiness Director: Janice Siu, ProphetTV Producer: Ernest Wu, the laundromatteMedia agency: MediaCom

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