Our task was to create a communications campaign that continues to drive the bank's image and business among Asia's high net worth individuals based on the idea that the bank shared the same values as its customers.
Our 2015 campaign capitalised on the notion that when the bank has the same values as its customers, it will manage the customers' wealth as they would themselves. This tapped on the crucial insight that the wealthy Asians tend to be new millionaires and would therefore be more assured to hand off the management of their hard-earned wealth to a trusted partner.
In 2016, we stayed true to the idea that the bank shared the same values as its customers, but evolved it to reflect the change in customers’ needs. High net worth individuals in Asia are now more established and their aspirations are moving beyond accumulation of wealth. This insight led us to ask ourselves: What can we give a man who has everything?