BOCHK taps Natalie Tong to empower SMEs to break through

Bank of China (Hong Kong) (BOCHK) has tapped local actress and entrepreneur Natalie Tong for its "Real boss" campaign titled “Think forward, dare to break through (前瞻 所以突破)", targeting small and medium enterprises (SMEs) across the city.

The campaign represents BOCHK’s commitment to its multi-year initiative to support Hong Kong’s SMEs. It aims to enhance market awareness and attract new customers for its business banking services, focusing on empowering SMEs, startups, and eCommerce businesses to embrace growth, digital transformation, and innovation in a competitive landscape.

A spokesperson from BOCHK told MARKETING-INTERACTIVE that the campaign targets SMEs across Hong Kong, including traditional businesses, startups, and eCommerce operators, as well as local entrepreneurs and those aspiring for cross-border expansion.

“These individuals are characterised by their ambition and forward-thinking mindset, as they seek innovative financial solutions, digital tools and professional support to expand their operations effectively,” the spokesperson said. 

The campaign centres on the theme “Think forward, dare to break through,” highlighting BOCHK’s commitment to encouraging a progressive and innovative approach among SMEs. The narrative draws on the experiences of SMEs through the story of Tong, a Hong Kong actress and entrepreneur who co-founded a Japanese bakery brand and is also a BOCHK Business Banking customer. 

As the “real boss” figure, Tong exemplifies qualities such as creativity, resilience and business savvy, according to the spokesperson. The campaign’s key elements emphasise empowerment, transformation and breakthrough, illustrating how BOCHK’s offerings help SMEs overcome challenges and achieve success in a globalised market. 

As part of the campaign, BOCHK has launched key visuals featuring Tong as the central figure, highlighting themes of leadership, cross-border opportunities, and entrepreneurial creativity. The visual style incorporates bold and dynamic typography to create an energetic and attention-grabbing aesthetic across various campaign materials.

Through a blend of cinematic content and social media elements, the campaign seeks to narrate Tong’s journey while connecting it to BOCHK’s role in supporting SME development and fostering an innovative spirit. 

To reach its audience effectively, BOCHK has employed a comprehensive marketing approach. For example, it has focused on building credibility and visibility through executive platforms and paid media, targeting decision-makers and influencers. 

The campaign has also involved targeted placements in key business areas to engage prospects directly. Additionally, digital engagement initiatives incorporate community-building elements to foster interaction and build brand loyalty among SMEs.

Elsie Gung, deputy general manager, personal banking and wealth management, BOCHK, said: “We are always there to support SMEs to embrace digital transformation by providing a comprehensive suite of business banking products and services, including iGTB NET and iGTB MOBILE corporate banking. We empower them to ‘Think forward, dare to breakthrough’ with a forward-looking mindset and an innovative spirit.” 

Cherry Tsui, assistant general manager, head of marketing division, personal banking and wealth management, BOCHK, said: ​“Building on the success of our ‘Think forward’ marketing campaigns over the past two years, partnering with Tong this year will further elevate brand awareness across key industries in the market and reinforces our leadership in empowering SME owners to thrive and transform.”

“Her inspiring journey as both an actress and entrepreneur mirror the resilience and ambition we aim to nurture in our clients,” Tsui added.  

Don’t miss: BOCHK empowers SMEs to think forward for digital transformation

Back in September last year, BOCHK launched a “real boss” campaign featuring local actor Raymond Wong and various founders of local brands.

Also known as "Think forward, dare to innovate" (前瞻 所以創新), the campaign targeted all SMEs and aimed to drive market awareness of business banking support via BOCHK's enhanced iGTB MOBILE app to support growth and digital transformation of SMEs.

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