This is an opening ceremony campaign of CTBC Bank Xiamen branch that Guangzhou SPRG devised for our client. As the first Taiwanese bank in Fujian Free Trade Zone, CTBC Bank Xiamen Branch needs to increase the brand exposure and enhance communication with government and major local enterprises.
Planning & Execution
* We focused on a content creation led campaign.
* Held an opening ceremony, invited journalists to attend exclusive interview.
* Spread news that CTBC Bank Xiamen Branch has been established lately to increase the brand exposure on TV, newspapers and websites.
* Banquet officers and entrepreneurs, providing opportunities for heads of CTBC Bank to have conversation with them.
* Invite the guests to make speeches and chorus songs to impress the officers and customers that CTBC Bank is always their family.
* In order to build a positive image, invite students from the region’s ethnic minority primary school which is subsidized by CTBC Bank charity project to give a special performance.
Effectiveness / Results
* 26 media clippings, including TV news, were generated within 1 month.
* The news about CTBC Bank Xiamen Branch was spread by +79 websites in 1 month.
* +RMB1.6 million in PR value in just 1 month.