Bank of East Asia (BEA) is the largest independent local bank in Hong Kong with a large retail branch network. In light of new competition, BEA hoped to extend their reach to customers and enhance their retail visibility. Prophet worked with BEA to create a coherent and impactful brand communication system to help the bank stand out across all channels.
The new look is based on a band of five colored “light rays” symbolizing the five core values of the bank. It is designed to project a forward-looking image, making a bolder statement on a street level. As part of the branding campaign, a new tagline “Enriching your world” and four secondary messages have been developed.
Together, they communicate BEA’s commitment to helping customers improve their lives and achieve their goals through the provision of quality banking and financial services. BEA launched its new image through a high profile advertising campaign including print, bus advertisements, outdoor billboards in the Central, TST, Hong Kong MTR Station, TST Piers and online advertisements.
Prophet ensured consistent delivery throughout the process, from concept to execution, as a long-term partner dedicated to elevating the brand to the next level.
The end result is a dynamic visual and verbal communication approach that brings the brand to life, and significantly differentiates BEA from its competitors in retail environment, enhances the brand visibility and favorability.
Overall, the customers feel very positive about the change, more than 80% of customers reckon that the new look has enhanced the BEA brand image, and nearly 60% of current customers are willing to recommend BEA to others.