The Bank of East Asia wishes to establish a distinctive brand image as a supporting brand to Hong Kong people, so as to strengthen the bonding with its customers and to vitalize the brand recall rate.

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For that, we built a progressive and dynamic brand for BEA, one that is closer to customers' heart, and to launch the new branding platform "Extending Your Reach", positioning BEA as a forward-looking bank that is in tuned with times.

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Deliverables:

• Communications strategy & positioning

• TV commercial

• Print series & branch materials

• Engagement event (soup distribution)