Industrial & Commercial Bank of China Limited, Singapore (ICBC)

Overview

The Industrial and Commercial Bank of China Limited (ICBC) is a Chinese multinational banking company. It is the largest bank in the world in terms of total assets and the most valuable bank in the world in terms of market capitalisation. ICBC had entered the Singapore market for a good number of years but their brand awareness was low despite large amount of marketing and advertising costs in the media.

Challenges

ICBC’s brand recall among consumers in Singapore was insignificant, it possessed an inconsistent brand image due to the absence of a fixed design framework. As a result, most consumers were unfamiliar with ICBC, and this led to the assumption that ICBC was a less credible banking choice.

Solutions

Adwright stepped in to give ICBC a thorough brand audit, develop a robust brand system and improve ICBC’s brand communications using strategic marketing and advertising platforms.

In particular, Adwright’s brand consultants knew that for consumers to remember a brand and eventually trust it, consistency is crucial. Hence when overseeing the brand’s advertising and marketing efforts, ICBC’s brand message was kept consistent. The associated brand colours and elements were also maintained in order to maximise ICBC’s brand recall among consumers.

Components
  • Brand Consultancy
  • Brand Localisation
  • Brand Communications
  • Brand System and Corporate Grid Guidelines
  • Brand Management
  • Environmental Design
  • Press and Magazine Advertising
  • Out-Of-Home Marketing
Results

Just a year after the new brand exercise kicked off, the results were evident – ICBC’s brand recall increased significantly. ICBC’s new brand system worked, and their brand awareness and reputation have since seen continuous growth.

“With Adwright’s involvement, we immediately realised what was lacking in terms of our brand communications. Adwright tidied up ICBC’s brand system, visual assets and highlighted the need for consistency.

In these three years, ICBC has not only elevated the brand awareness, but also witnessed significant savings on the marketing dollars as a result of a stronger brand recall. This could not have been achieved without Adwright’s dedication and persistence.”

Willa Wang,
Personal Assistant to GM
Industrial and Commercial Bank of China Limited (ICBC),  Singapore Branch

“Over the last 5 years of collaboration, especially during the last 3 years of retainer-ship with Adwright, ICBC Singapore’s brand has been elevated. Adwright’s creative work and marketing advice has positively impacted our bank’s brand awareness and image. We are seeing more local customers walking into our branches, and we too saw an increase usage of our various banking facilities and services.”

Ms Lu Ting Ting,
Corporate Communications Manager

 

“We are seeing more Singaporeans coming to our branches to enquire about our promotions. We are very happy with this positive response.”

Ms Chen Xiaoye,
Head of Business Engagement Team from the Retail Banking Department

“The campaign was a success. A total of more than 2000 applications were received when it was launched. More than 30% of these applicants are new customers.”

Ms Wu Lan,
Marketing Manager, Credit Card Department

100D Pasir Panjang Road #02-11
Meissa, Singapore 118520
+65 6227 7227

enquiry@adwright.com

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