BOC Credit Card taps into younger audience with mini MC Cheung figures

BOC Credit Card has capitalised on the blind box economy trend with the launch of collectible blind box figures of local singer MC Cheung, driving card acquisition and spending.

A spokesperson from BOC Credit Card told MARKETING-INTERACTIVE that the campaign follows its “BOC Credit Card amazing rewards” campaign, which featured Cheung and his animated version called "MC Junior", with customers asking if it could be made into a figurine.

The strategic moves leverage Cheung's rising popularity and the cultural momentum of blind box collectibles to generate excitement and drive card acquisition. Additionally, it aims to deepen engagement with a younger audience, rejuvenate the brand image, enhance brand preference, and stimulate the local economy.

The campaign targets young segments aged between 18 and 45, including Cheung’s fans, discount seekers, shopaholics, and blind box collectors, according to the spokesperson.

Available for redemption from 15 September to 30 November, the "MC Junior blind box" series includes three versions: “amazing local rewards MC Junior”, “amazing global rewards MC Junior”, and the hidden edition MC Junior, which features the most storytelling aspect of busking, recreating his memories of singing on the streets before his debut. BOC Credit Card holders can receive one blind box when they spend a designated amount at 25 Sun Hung Kai Properties (SHKP) malls.

To launch the campaign, a kick-off event featuring Cheung was held at BOC Credit Card’s strategic partner SHK's New Town Plaza mall. It has also leveraged SHK's extensive network of over 25 in-store displays, including giant digital walls, digital pillars, standees, and counter tent cards, as well as "The Point" loyalty app and its customer database.

To enhance audience engagement, a two-meter-tall giant "Amazing rewards MC Junior" figurine has been displayed at SHK malls, moving between different locations throughout the promotion period.

Additionally, the initiative is promoted through BOC’s below-the-line (BTL) channels, including email direct marketing (eDM), WeChat, Instagram, and LinkedIn. It has also collaborated with credit card KOLs, such as Siu C and Mr. Mile, and issued post-event press releases across TV, online, and print media.

This represents a new brand strategy that integrates storytelling, experience, and consumption transformation, the spokesperson added.

Don’t miss: BOC Credit Card taps MC Cheung to resonate with young consumers

Back in August, BOC Credit Card launched a campaign featuring Cheung, introducing the latest BOC Go Card. The “Go” in the card’s name represents “departure” and “action”, symbolising effortless travel for customers to explore leisure and entertainment in Hong Kong and Mainland China, said a spokesperson from BOC Credit Card.  

Targeting a mass audience including existing and new credit cardholders, the campaign aimed to revamp “BOC Dual Currency Card” (中銀雙幣卡<大灣區一卡通>) to revitalise the image and its limitation to the Greater Bay Area. 

Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future.

Related articles:

BOC Credit Card taps MC Cheung to resonate with young consumers
BOCHK blends music, leisure and wealth management to engage Gen Z
BOCHK taps Natalie Tong to empower SMEs to break through