Elevating perceptions of a global financial institution

A hard working financial services advertising campaign

Private Banking Department, ICBC (Asia) Limited launched their refreshed brand with an advertising campaign.

Private Banking Department, ICBC (Asia) Limited launched their refreshed brand with an advertising campaign. Objectives included raising the profile of the bank, highlighting their services and introducing the new brand. The campaign featured their new positioning phrase, “We work hard to make wealth easy.”

The aspirational campaign ran in Chinese and English and ran in various channels to reach its tightly defined audience of HNW individuals with assets in China who sought global access.

In many ways the campaign demonstrated the leadership of the bank by moving away from traditional representations of wealth often favoured by mainland China financial institutions.

Value created

Peer group leadership – By taking mainland China financial advertising in new directions, the bank asserted its status as global leader.

Benefits highlighted – The advertising campaign focused on the benefits of a relationship with ICBC (Asia) Private Bank.

Advertising like this works because even incidental exposure to a brand helps to generate positive feelings towards it
A core requirement was to develop a campaign which would work in a variety of channels

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