ICBC is the world's largest financial institution by total assets. In 2015, however, its most profitable arm, ICBC Leasing, was almost unknown, and its Hong Kong-based international financial branch was facing harsh competition in talent acquisition.
Since 2015, we have supported the institution’s multinational expansion. We strategically enhanced ICBC Leasing and ICBC International’s brand images and communications.
We analysed competitors’ images and communication plans to develop ICBC’s specific approach, demonstrating absolute confidence and transparency to investors.
We started by bringing consistency across the branches with a standardised image, reflecting the institution’s performance and adherence to international financial standards.
We entirely reimagined and restructured the interface and content of the ICBC Leasing website.
Exploiting the industry 4.0 model, we integrated full access to the key assets owned by ICBC Leasing such as airplanes, ships, and specialised equipment.
We further demonstrated confidence and absolute transparency to investors by displaying ratings from leading credit institutions.
The ICBC Leasing homepage became an active news source for the entire leasing industry, featuring short articles about the latest deal in the large central banner.
Within the first 6 months, we increased impressions from zero to more than 20,000. Our articles were often quoted verbatim by the mainstream news media or referenced by financial experts, elevating ICBC Leasing’s name and brand awareness globally.