The new campaign, developed by recently-appointed Bravo Asia, focuses on conveying the brand’s ‘vision’ across its key product lines, which include wealth management, SupremeGold and the BEA Platinum card.
According to a bank spokesperson, while the communications are tactical in nature, they will fall under the platform’s thematic umbrella.
“We offer a comprehensive range of wealth management products, for example, but these products are not widely known to non-BEA customers,” he said.
The ‘Wealth management’ spot focuses on a young couple walking through a park, when a BEA representative literally tears off their clothes to reveal them in a wedding day ensemble. The same theme continues with the couple then moving onto having their first child, communicating the message that BEA has vision, even if customers don’t. MediaCom handled planning and buying.
