Bank of China (Hong Kong) (BOCHK) has named Hong Kong singer Hacken Lee (pictured) as its new ambassador of its private wealth service. The bank has also launched a campaign featuring Lee and his son to value legacy planning.
In a conversation with MARKETING-INTERACTIVE, BOCHK's spokesperson said that as Lee’s image is positive and professional, it is in line with how the bank’s private wealth service pursues professional excellence. Moreover, Lee has two sons and his background suits the target audience of BOCHK’s private wealth service. Both parties focus on passing on wisdom and wealth to the next generation.
As part of the campaign, Lee is featured in several professional looks, representing BOCHK's professionalism in handling customers’ day-to-day financial management needs well, including legacy planning, mortgage, foreign exchange, cross-border services, as well as services in different financial management fields.
In terms of mediums of promotion, the campaign ad is displayed on tram bodies.
According to the release, Lee said that he could totally relate to the campaign’s theme of “legacy” as he likes to plan ahead and controls his future in his own hands.
Back in April, BOCHK launched an influencer contest "#YouTalk Finance" to promote investment and wealth management among young adults, as part of its commitment to expanding its young consumer base.Understanding that young adults love to share their daily lives on social media and interact with their friends, BOCHK believed that combining short video creation, creativity and wealth management knowledge can enable them to share insights with their friends.
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