Chinese Private Banking
Lifestyle Branding Study and Inauguration Planning
OTHER CASE STUDIES
Our client is a reputable China corporate bank with plans to inaugurate their private banking service in Hong Kong. Lifestyle Federation was appointed to provide thorough research on UHNWI behaviours and preferences, an assessment of the target customers’ understanding and impression of the brand, and to design a seamless lifestyle experience for these potential customers.
The corporate bank had formed a highly regarded image in Hong Kong, yet their customers are largely elders and relatively conservative in their investment choices. It is the private bank’s target to expand the spectrum of customers to include a younger population with more investment flexibility.
Our research identified that the bank’s image, compared to its competitors, was not appealing to the younger generation. We therefore started to create a lifestyle campaign tying in with the inauguration planning.
The campaign included a series of lifestyle experience events, including a watch exhibition and a coffee appreciation, attracting younger, affluent prospects. The office of the private bank also displayed a series of modern art pieces, modern furniture, and also an exclusive blend of premium coffee for the guests. These ideas represented a departure from traditional decoration and Chinese tea and an evolution in the bank’s traditional image.
The inauguration event also showcased a fusion of Western and Eastern cultural performances to indicate the concept of “East meets West” for the guests. During the evening, we also created and directed a series of brand enhancing videos to introduce the new image of the bank. Our liaison and event management services team created and ensured an enjoyable and successful evening.