Bank of East Asia
Innovation Centre

Background

 

  • The Bank of East Asia (BEA), one of Hong Kong’s most established and the largest independent Chinese banks, is at the forefront of omnichannel banking in Hong Kong. BEA has embarked on a bold reinvention of their retail banking experience, which included a 3,500 square feet innovation centre with three specialized zones.
     

  • BEA has a long tradition of innovation. As far back as 1969, they were the first Chinese bank in Hong Kong to introduce advanced technology in operations by installing a state-of-the-art computer system. 
     

  • Equipped with a radical new branch design and a range of innovative digital services, BEA attempted to revolutionize retail banking in the region.
     

  • Brash and Eighty20 were invited to create a brand experience and media strategy that would resonate with BEA's ambitions of creating the best digital, omni-channel retail banking experience in the region. 

Solution

 

  • With digitization central to BEA's strategy, Eighty20 developed a messaging house and arranged media tours which focused on promoting and showcasing the bank's success and innovation, while driving coverage highlighting consumers benefits, which helped to generate future demand.
     

  • Although several banks in Hong Kong are experimenting with digital technology inside their branches, the rationale behind such moves is not always clear. 
     

  • We further positioned BEA as a leader by enabling the brand to own omni channel banking space via byline programs and to sell in key proactive media, highlighting BEA’s promise to innovate in all areas of its infrastructure through data, technology, and cutting-edge interactive services. 
     

Results

>20

Key media stories

>HKD2,500,000

PR value

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