BOC banks on Badminton

Beijing - The Bank of China is leveraging its sponsorship the Chinese Badminton team, launching a major branding campaign in the lead up to the Olympic Games.

The campaign it's the first work from Euro RSCG and Havas Sports since the agencies grouped together to land the bank's Olympic work in March this year.

Targeting white-collar consumers and corporations, the campaign will use TV, print and a major OOH push to promote the bank's "Never Stop the Pursuit of Excellence" theme.

In addition to its sponsorship of the China National Badminton Team, the campaign represents the Bank of China's official partnership with BOCOG and the campaign will run for the duration of the Olympics.