Bank of China’s innovative welcome gifts for VIPs


Bank of China Group Insurance Co. Ltd. (BOCGI), a division of Bank of China Group specialised in non­-life insurance.


When we first worked with BOCGI they were soon to roll out a new medical insurance plan targeted at high­end customers in Hong Kong. BOCGI wanted to stand out from the competition and was looking to offer an innovative welcome gift in order to attract their target customers.


We suggested a BOCGI branded experience gift package customised for their program as an alternative welcome gift as compared to traditional branded premiums, products or gadgets which their competitors were offering. The client wanted to offer a premium lifestyle experience which could be enjoyed by their customer and their families. We proposed a shortlist of experiences based on what would appeal to their target demographic in terms of age group, interests and Chinese language preference. From the shortlist we created two tiered gifts ­Gold and Silver ­for different customers depending on which medical plans they subscribed to.

We worked with the BOCGI team to develop branded packaging that conformed with BOCGI’s brand guidelines and the packaging requirements for this campaign. In addition, we helped create materials which were distributed to the branches and to front line staff to educate them on the new welcome privileges.

The resulting welcome gift was a branded experience gift package which was innovative and simple to handle. For BOCGI’s front line staff, they had ready made gift packages to gift to their top VIPs. For the company, each gift was standardised to one format and one price.For BOCGI’s customers, their welcome gift offered them a choice of 10 different lifestyle experiences ranging from dining to wellness and entertainment options. Each customer could pick their favourite experience and they simply needed to make a booking and bring their Red Packet card along on the day they enjoy the experience.

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