Cathay Financial Holdings: Taiwan’s ATM god

Cathay Financial Holdings, a banking brand, differentiated its brand in a crowded financial services market in Taiwan by launching a series of ATMs featuring local Taiwanese designs, which was promoted through YouTube ads.

Campaign details

Brand: Cathay Financial HoldingsAgency: OgilvyCountry: TaiwanAward: Creative innovation

Background & context

Financial services of banks are not considered significantly differentiated for customers. Therefore, the campaign aimed to present Taiwanese people’s daily lives in a creative and interesting way. By transforming from online to offline, Cathay Financial Holdings, one of the largest commercial banks in Taiwan, hoped to encourage people to naturally enter the life of Fin-Tech and guided their attention to this unfamiliar topic.

Moreover, Cathay Financial Holdings also wanted to engage with the younger generation, create brand affinity, and actively drive...

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