BOCHK blends music, leisure and wealth management to engage Gen Z

Bank of China Hong Kong (BOCHK) has brought its music festival "TrendyToo SPLASH!" back in partnership with YouTube music channel Music Panda, featuring local artists such as MC Cheung, Chantel Yiu and Hedy Chan.

This rides on the successful launch of "TrendyToo SPLASH" in 2023, when BOCHK joined forces with Ocean Park Water World to unveil multi-sensory immersive water concert to elevate consumer experience and encourage more young consumers to use wealth management services.

Don't miss: BOCHK promotes wealth management among youngsters with immersive water concert

Targeting BOCHK customers who complete designated financial missions, Gen Z and millennials, the campaign will run until 16 August, aiming to strengthen "Banking TrendyToo's" brand positioning among young consumers by delivering a one-of-a-kind, exclusive summer event that blends music, leisure and wealth management, said a BOCHK spokesperson in conversation with MARKETING-INTERACTIVE.

The campaign also seeks to drive customer engagement, encouraging young individuals to start managing their wealth early while fostering long-term brand affinity through exceptional entertainment and lifestyle experiences that go beyond traditional banking, added the spokesperson.

Music Panda was chosen as it is one of Hong Kong’s most popular YouTube music channels, consistently ranking among the top 10 trending YouTube videos in 2023 and 2024, said the spokesperson. "Its strong appeal to young, music-loving audiences aligns perfectly with the campaign and 'Banking TrendyToo' offerings. Leveraging this partnership can drive event participation and create significant buzz across social media platforms."

"As part of A Big Company, Music Panda has a proven track record in curating and producing high-quality, memorable music shows featuring diverse artist lineups. Partnering with Music Panda ensures the event will deliver an innovative and distinctive music experience that keeps participants excited and engaged," added the spokesperson.

To boost visibility, BOCHK has launched Instagram giveaways and polls for followers of its "BankingTrendyToo" account as an engagement teaser. The spokesperson added that it has also strategically partnered with Ocean Park Water World and Music Panda to enhance the event experience and broaden the reach of promotion to targeted audiences. Additionally, influencer and KOL engagement has been leveraged.

Done in collaboration with PR agency The Bridge Agency and production firm A Big Company, the initiative is amplified via various channels such as digital platforms including the BOCHK website, email campaigns, in-app push notifications, and banner ads. Social media outreach extends across both the brand's owned channels and influencer partnerships on Instagram and WeChat, supplemented by strategic advertorial placements.

Meanwhile, the campaign's physical activation centres around Ocean Park Water World, where in-park promotions and special offers create additional touch points, the spokesperson said.

To bring the ultimate leisure experience to customers, "Banking TrendyToo" is also sponsoring Ocean Park Water World's all-new night event, "Get! Splash! Tonight!". Water attractions, as well as exclusive dining and shopping rewards, are extended to customers.

Tania Wan, deputy general manager, personal banking and wealth management, BOCHK, said, “Hong Kong is fast becoming the region’s hub for mega events, and we have seen the young generation driving festival culture and actively participating in social engagements around these events.”

“Riding on the success and overwhelming response to our ‘TrendyToo SPLASH’ concert in 2023, we’re excited to bring “TrendyToo SPLASH” back - now with an even exciting lineup and deeper partnerships with Ocean Park Water World and ‘Music Panda’. By integrating the excitement of live music with innovative banking services, we’re creating unforgettable experiences that connect with the next generation, and making the bank a relevant and engaging part of their lifestyle,” Wan added.

Don't miss: BOCHK invites youngsters to push through boundaries in wealth management

In another "Banking TrendyToo" initiative in June, the youth-focused brand partnered with LEGO certified professional Andy Hung and other celebrities to launch its "Strive for the best. Together we break the record!" campaign.

With an attempt to break the official Guinness World Records title for the LEGO Brick Diorama, the campaign aims to empower young customers to push through boundaries and strive for the best in wealth management.

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