China CITIC Bank International (CNCBI) has launched its latest inMotion campaign, highlighting the power of music in connecting with audiences and amplifying the brand’s message.
The campaign taps into the pop-rock genre, resonating with younger, dynamic audiences. Featuring local singer Gin Lee and the emerging band Daze in White, the collaboration creates a fresh, crossover sound that appeals to a wide audience.
Rather than using a traditional 30-second jingle, the campaign introduces a full-length pop song titled “Wonderful Life in Motion”. The song weaves the brand’s values and philosophy of life enjoyment into its lyrics, replacing hard-selling product pitches with a more emotional and relatable narrative. This soft-sell approach positions the brand as inspiring, modern, and approachable.
Social media has played a significant role in expanding the campaign’s reach. Short clips, reels, and music videos on platforms like Instagram have boosted engagement, using relatable content infused with humor and empathy. This approach has helped spread the campaign’s message of positivity and energy.
Running from April 2025 to March 2026, the campaign targets young adults and will be promoted across digital platforms, social media, and TV networks such as TVB and MetroBroadcast. Additionally, a live busking performance further connected the brand with the public, making it a part of the audience’s real-world experience. The campaign is a collaboration with local creative agency WHAZZUP and production agency Lok Production.
Behind the campaign’s success is a dedicated team, including composer and producer Victor Tse, lyricist Oscar, and the talents of Gin Lee and Daze in White. Their contributions brought authenticity and depth to the music, turning it into a universal language that communicates empowerment and optimism. The campaign positions the brand as a lifestyle partner, rather than just a financial institution.
Lee expressed her excitement about the partnership, stating, “I am thrilled to work with inMotion and these talented musicians. Wealth management and music are both vital to my life. The new song, Wonderful Life in Motion, is set to inspire people to explore the world and pursue their dreams. Just as inMotion’s brand spirit encourages people to ‘Set your life in motion,’ I look to smart wealth management to gain more time to expand my horizons and further my music career.”
In April of the previous year, CNCBI also launched a campaign featuring the pop group “智inMotion君團,” led by local actress Teresa Mo. Created with WHAZZUP and media agency PHD, this campaign reinforced inMotion’s energetic and contemporary brand image while promoting the bank’s services to a broad audience.
A CNCBI spokesperson shared that the decision to feature Mo was based on her charismatic personality and humorous nature. The brand believes her appeal can attract people of all ages and various financial backgrounds.
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