China CITIC Bank International’s campaign blends pop music with life enjoyment philosophy

The China Citic Bank International (CNCBI)’s latest inMotion campaign has highlighted the power of music in driving emotional connection and amplifying brand message.

By tapping into the popular band pop rock genre, the campaign resonates with young, dynamic audiences while leveraging the star power of local singer Gin Lee and rising band Daze in White to create a fresh crossover sound. This collaboration ensured broad appeal and relevance. 

Instead of a typical 30-second jingle, the campaign features a full-length pop song, "Wonderful life in motion”, seamlessly embedding the brand’s values and life enjoyment philosophy into the lyrics. This soft-sell approach replaced hard product pitches with an emotional, relatable narrative, making the brand feel inspiring, modern, and approachable. 

Social media played a pivotal role in expanding the campaign reach, with the song amplified through short clips, reels, and music videos across platforms such as Instagram. These formats, infused with slices of life, humour, and empathy, encouraged sharing and engagement, spreading the campaign's message of positivity and energy.   

Available from April 2025 until March 2026, the campaign targets young adults and will be amplified through digital media, social media and TV platforms such as TVB and MetroBroadcast. 

A live busking performance further enhanced public connection, turning the brand into an active part of the audience’s real-world experience. The campaign is done in collaboration with local creative agency WHAZZUP and production agency Lok Production. 

The campaign’s success was fueled by a passionate team, including Victor Tse (composer/producer), Oscar (lyricist), and the talents of Lee and Daze in White, whose efforts brought authenticity and depth. The music became a universal language, delivering a message of empowerment and optimism, positioning the brand as a lifestyle partner rather than just a financial institution. 

The inMotion campaign proves that creative ideas using music, when combined with strong storytelling and social media strategy, can create memorable, emotionally charged advertising that inspires action and builds trust.  

Lee said, “I am thrilled to partner with inMotion and these brilliant musicians. Wealth management and music are important parts of my life. The new brand tune 'Wonderful life in motion' is set to inspire people to explore the world and pursue their dreams. Akin to inMotion’s brand spirit “Set your life in motion”, I am looking to smart wealth management for more time to broaden my horizons and in turn help drive my life and music career forward.”

Back in April last year, China CITIC Bank International (CNCBI) launched a marketing campaign featuring a new pop group named “智inMotion君團”, led by local actress Teresa Mo.

Created in collaboration with creative agency WHAZZUP and media agency PHD, the campaign aimed to reinforce CNCBI's banking platform inMotion’s energetic and contemporary brand image, as well as bringing inMotion’s banking services to people from all walks of life.

A spokesperson from CNCBI told MARKETING-INTERACTIVE that the decision to feature Mo in the campaign was based on her charismatic personality and humorous nature. The brand believes that her appeal can attract individuals of all ages with diverse financial aspirations and wealth management goals.

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