BNP Paribas launches ‘Keep reaching’ across the region

The campaign, which will run from May until December, is an extension of a global branding campaign launched towards the end of 2010.

In partnership with media agency MPG and Publicis, the campaign is launched in phases across key markets China, India, Hong Kong and Singapore.

"Targeted at corporate and institutional investors, financial intermediates and high net worth individuals, the media strategy developed involves using highly focussed and relevant business and finance media channel targeting with a high impact creative and content strategy." added Deryk Tang, MD of MPG HK.

According to BNP Paribas regional head of brand and communications Lavinia Chan, the campaign aims to enhance brand awareness of the bank which has a lower profile in Asia compared to Europe. 

The campaign includes TV, print, OOH, digital and inflight executions centered around the common man’s vision of achieving dreams and aims through dreaming, trying and reaching. The creative depicts common people from different walks of life with the print ads carrying the slogan ‘The founder of change are people like you’.