China CITIC Bank International redefines the future of banking with new campaign

China CITIC Bank International (CNCBI) has 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 aims 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.

CNCBI has partnered with various artists and celebrities, including local lyricist Erin Yan, music producers Victor Tse and J.Aire, choreographer Ali Wong and MV director KK Sezto. The partnership aims to ensure that every aspect of the performance is professionally executed, resulting in the delivery of the ultimate digital banking experience of inMotion.

While music and dance are the key attractions of the campaign, CNCBI has released a song titled "Life inMotion" accompanied by a two-minute music video featuring Mo and the other three members of the group.

The song has incorporated the advertising product message into its lyrics, while the wardrobe and styling team has infused the brand colour through accessories, accent pieces and costumes. The setting aims to elevate the overall visual appeal of the pop group while maintaining a sense of style and sophistication.

The music video released on CNCBI's YouTube channel has garnered over 751k views since its launch on Monday (8 April 2024), a check by MARKETING-INTERACTIVE saw. 

Meanwhile, the music video is also available on CNCBI's major social media and other outdoor platforms. It will be rolled out subsequently on various radio music channels and short videos on TV and popular digital platforms supported by digital banners on other platforms and retail premises.

Wendy Yuen, deputy head of personal and business banking group and head of distribution, CNCBI, said: "In 2024, our fresh approach uses music to create a deeper connection with our customers while highlighting our all-round advantages in deposits, foreign exchanges, securities trading, and credit cards. With vibrant music, dynamic dance, and a vivid orange brand color setting, Mo who leads our inMotion pop group “智 inMotion 君團” sings our product advantages aloud and across. We hope this campaign will bring pleasant surprises to our customers and freshen up everybody’s minds. ”

Back in April last year, CNCBI “inMotion” partnered with Mo to launch a video series. Mo turned into “inMotion Guru” and shared “killer tips” on foreign exchange deposits and account-opening referrals in a fun and unusual fashion, aiming to help customers to grab great offers and take charge of their finances with ease.

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