Fubon Bank launches blind boxes to connect with multi-generational customers

Fubon Bank (Hong Kong) has unveiled a collectible blind box series featuring its four original brand mascots, aiming to convey its warm and approachable brand spirit while connecting with customers across all generations.

The blind box series is based on “The otters family" (海獺家族), which consists of Daddy Fu (富爸), Mami Bon (邦媽), Fortune (富比), and Bonyi (邦兒), original mascots introduced by Fubon Bank. Their unique and charming images vividly embody Fubon Bank’s approachable and positive brand ethos, establishing an emotional connection with customers.

A spokesperson from Fubon Bank told MARKETING-INTERACTIVE that the initiative primarily targets multi-generational audiences, with a specific focus on attracting younger demographics. Additionally, existing customers of all ages are also being engaged.

Fubon Bank highlights the endearing habit of otters—they hold hands while sleeping—reflecting the enduring bond between the bank and its customers, always moving forward together. The launch of "The otters family" collectible blind box series not only aims to deliver warmth and care but also marks a significant step in Fubon Bank’s brand rejuvenation. By infusing creativity and fun into everyday interactions, Fubon Bank strives to make financial services more approachable and engaging.

Moreover, this approach deepens customer connections and enhances the bank’s brand image. Through fresh and dynamic communication, Fubon Bank aims to boost brand visibility, strengthen customer loyalty, and attract younger demographics such as millennials and Gen Z – ultimately shaping a youthful and vibrant brand identity and becoming the public’s preferred “warm-hearted” banking service provider.

As a promotional highlight, Fubon Bank will release special unboxing reels featuring Fubon Angels members Emily (秀秀子), Evelyn (丹丹), Milkshake (奶昔), Kapo, and Kuri (栗子) on social media platforms this month. The public can participate in related social media interactive games by following the specified steps for a chance to win a random “The otters family” blind box. In addition, “The otters family” will be introduced into Fubon Bank branches, allowing customers to get up close and personal with the mascots while conducting business, enriching offline interactive experience and deepening brand recall. 

While this initiative has an open-ended duration as a core part of the bank's brand identity, Fubon Bank is currently running a social media game on Instagram until 17 November. Additionally, branch promotional activities will be launched soon, said the spokesperson. 

With a multi-channel approach, the initiative seeks to rejuvenate the brand, make the bank's financial services more approachable, and establish a youthful, vibrant identity. This includes an experiential initiative featuring "The otters family" blind box to create engaging unboxing moments, complemented by digital outreach through social media reels and interactive games featuring influencers such as Fubon Angels to generate online buzz.

"The strategy is further reinforced by integrating 'The otters family blind box into the physical branch experience, enhancing offline customer interaction and solidifying the brand's warm and approachable image," said the spokesperson.

Don’t miss: Fubon Bank taps into younger audience with new credit card

Back in July, Fubon Bank launched the "Fubon iN VISA Platinum Card", a next-generation credit card designed to meet the evolving lifestyles and financial needs of young consumers.

Combining attractive cashback rewards, exclusive lifestyle privileges, and stylish card designs, this product underscores Fubon Bank’s commitment to driving sustainable growth by expanding and rejuvenating its customer base.

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