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Leo Burnett Rolls Out Bank Of Communications Campaign

2009. 11 May

( Leo Burnett Shanghai has rolled out an integrated campaign for the Pacific Credit Card Center (PCCC) of the Bank of Communications, one of the global partners of the Shanghai World Expo 2010.

The aim of the campaign is to communicate the idea that the Pacific Credit Card is a global card that brings great enhancement to the Chinese and their lives.

Joining the world in celebrating the one-year countdown to the largest expo ever, the PCCC Expo campaign comprising TV commercials, print and outdoor media channels, as well as point of sales materials, targets the well-educated and self-confident Chinese between 25-35 years of age who have good taste and an international perspective.

The campaign, with the slogan: “Let the world enrich me,” portrays a bright and colourful outlook on life as an encouragement to target consumers to relish what the world has to offer and all this is made possible through the Pacific Credit Card which ultimately gives them an edge over others.

“As we have always placed people at the center of our creative mindset, we fully understand the young Chinese adults’ desire to be successful,” said Wei Wei Chen, CEO, Leo Burnett Shanghai.

“They are confident in taking control of their own destiny; all we need to do is inspire them to take further steps to face the world and to experience. This is why we come up with this strategic positioning for Pacific Credit Card and we believe this is the best way to leverage the Bank’s unique status as a global partner of the Shanghai Expo 2010.”

“We are most happy about the launch of this new campaign,” said Anthony Lau, Head of Marketing at the Pacific Credit Card Center, Bank of Communications.

“Pacific Credit Card is China’s “Global Card”. It carries much broader meaning than simply consumption. We want our consumers to think positive, to expose more to the world and to enjoy world class service with our credit card.”

Established in 2004, the Pacific Credit Card Center of Bank of Communications released its first credit card in the following year. To date, the total number of accumulated issued card has exceeded 11 million, making the Bank the fourth largest card issuer in China.