BOC Credit Card taps MC Cheung to resonate with young consumers

BOC Credit Card has unveiled a campaign featuring local singer MC 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.  

Within the card, the “Go” logo features an arrow and the infinity symbol, signifying cross-boundary interconnectivity and borderless integration. 

Targeting a mass audience including existing and new credit cardholders, the campaign aims 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. 

It also aims to position this new credit card as an essential and daily payment tool for customers in their cross-border and local transactions, as well as attracting young customers through a refreshing design and young celebrity endorsement. The campaign is done in partnership with Society.  

Available from June 2025, the campaign has partnered with cultural icon MC Cheung as his youthful and energetic image resonates with young customers. 

With a strong recognition and appeal in both Hong Kong and Mainland China, Cheung represents a connection between Hong Kong and Mainland China, reinforcing this card’s role in facilitating seamless cross-border transactions, added the spokesperson.  

In terms of marketing strategies, the campaign has leveraged the dual-colour design representing Hong Kong and Mainland China, highlighting this new credit card as consumer’s daily card for both destinations, said the spokesperson.  

“This dual-colour theme extends across all marketing materials – from credit card design to key visual and video, including MC Cheung’s outfit in two distinct colours and styles, and whole colour tone."

As part of the campaign, a product video has also been launched, focusing on capturing mood and tone to build momentum that elevates the card’s new image, with a modern style to attract new customers.  

This campaign is also widely promoted through TV commercials, out-of-home ads on bus bodies, bus shelters, MTR digital panels, social media and BOCHK’s own channels.   

Anny Seto, head of the usage and promotion division, BOC Credit Card, said: "Our advertising strategy effectively reached the target audiences by choosing the right media channels, such as the MTR East Rail Line with high cross-border traffic. The integration of AI technology not only enhances interaction with passengers but also creates a unique and memorable brand experience, successfully driving buzz in the market and increasing share of voice. It showcases how innovation can elevate customer connections and brand visibility."

At Admiralty station, the bank also collaborated with Bravo Media to launch a tailor-made AI experience campaign "AI Summer Go" showcasing BOC Go Card’s unique benefits. Passengers can upload their portraits via smartphones to create engaging AI videos featuring Cheung in various scenarios.

These AI videos can be displayed on the station video wall upon endorsement, attracting passengers to take photos there and generate buzz. This innovative initiative lets passengers discover diverse dining, shopping, and entertainment options while enjoying unique ‘Go’ experiences with the BOC Go Card through an interactive approach. 

There are total nine different scenarios such as visiting pandas, enjoying hotspots and egg waffles, and singing karaoke, amongst others. Each scenario features the situation where the customers will spend and use credit card.

Having invested a million dollars into the AI tool, Linda Lam, chief growth officer, MTR advertising, said in a conversation with MARKETING-INTERACTIVE that the AI tool is the bespoke solution developed and operated by Bravo Media's in-house creative team, IT and marketing. "The solution can do multi-stage AI pipeline for transformation, scene assembly, and video rendering."

Targeting shoppers, lifestyle seekers and travellers, Lam said the custom-built AI-video generated solution, complementary with MTR 5G enhancement, has fully empowered MTR advertising at Admiralty "4-routed transfer platform" where audiences can smoothly interact and tailor-made their special moment with AI MC Cheung via their mobile and explore the new BOCHK Go Card benefits.

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