CGB

Brand Integrated Marketing

The banking sector has been featuring a superior and rigid image. In recent years, there is an increasingly intense competition among commercial banks, and a trend of homogeneity in their clients, products, and services. The brand characters are vague, with low entry barriers in product, service, technology, and process. Commercial banks are in constantly unhealthy competition with low level and high homogeneity.


Advertiser:CGB (China Guangfa Bank)

Industry: Finance

Time:2015

Launch:China

Customer Insight:There is a group of people with fixed income, seeking for a better life with their wisdom. They make good and best use of resources, broaden sources of income and reduce expenditure, and create a quality life in a wise way.





《CGB:The Stingy Boy》


The banking sector has been featuring a superior and rigid image. In recent years, there is an increasingly intense competition among commercial banks, and a trend of homogeneity in their clients, products, and services. There is no obvious brand character, with low entry barriers in product, service, technology, and process. Commercial banks are in constant unhealthy competition with low level and high homogeneity.


In this context, to activate the brand, to build personality, to remove the rigid image, to develop a more humanized, innovative, dynamic brand so as to gain a competitive edge in the fierce competition are all urgent issues for CGB to consider.


CGB and Insight observed that there is a group of people with fixed income, seeking for a better life with their wisdom. They make good and best use of resources, broaden sources of income and reduce expenditure, and create a quality life in a wise way. They are called “SMART”, for whom the activity “CGB Star” was launched to further improve their life, reverse the rigid image of banking sector in customer’s mind, and then help CGB achieve uniqueness, brand rejuvenation, and brand values of enterprise, innovation and dynamics.


From this perspective, CGB launched a series of marketing campaigns: Micro film: make a declaration in viral videos in support of and in honor of the “SMART”; WeChat: transform CGB Star into WeChat emoticons to enhance interpersonal communication; Social media: launch twelve manifestos with corresponding zodiacal constellations of people in CGB. The release received sets appeal.



After a full range of marketing, the Micro films of “SMART” series reached over 10 million playbacks, arousing attention from more than 400 million people. “In honor of the ‘SMART’” became the topic of the most concern. Its related photos were posted 98,174 times, with 13,982 comments. All these aimed at forming “CGB Star Prospect”, creating a distinctive brand, and being “a bank with attitude”.