Banks are often perceived as formal and traditional—symbols of stability, strength, and trust. But Chinabank is showing that even century-old institutions can have a lighter side. In celebration of its 104th year, Chinabank unveils a fresh look and a playful new approach with its latest digital campaign for the redesigned My CBC mobile app.
Launched just in time for Mother’s Day, the campaign video stars the iconic beauty queen duo—Miss International 1979 Melanie Marquez and Miss Universe Philippines 2023 Michelle Dee. The short film, released on YouTube and other social platforms, delights viewers with the heartwarming and humorous interaction between a digital-savvy daughter and her hilariously non-techy mom.
The video captures a familiar scene in many Filipino households: the younger generation patiently guiding their elders through the world of digital tools. Michelle’s grace and poise play off perfectly against Melanie’s unforgettable “Melanisms”—her charmingly quirky take on the English language, which have become a beloved part of pop culture. The result? A message about digital banking that is not only informative but also irresistibly fun.
Beyond the laughs, the video smartly showcases the My CBC app’s user-friendly features: secure login via biometrics or facial recognition, digital account opening, QR code-enabled transfers and bills payments—all designed to simplify banking for every generation. And while not featured in the video, users can also enjoy other key services like mobile check deposits and account management for deposits and credit cards, all within the app.
To mark the campaign launch, Chinabank hosted an early Mother’s Day lunch with the beauty queens. Joining them were Chinabank leaders and partners: (standing, from left) Jerry Tiu, Johnip Cua, CBC Chairman Hans Sy, Joseph Chua, and Willy Ocier; and (seated) CBC Marketing Head Aileen Vallesteros and CBC Senior Consultant Nita Claravall.
As the country’s fourth largest private universal bank, Chinabank is showing that modern banking can be secure, simple, and surprisingly entertaining. With My CBC, customers can send, save, manage, and pay—all through one trusted bank, using one powerful app.
Click https://youtu.be/CPY4sG_sg_M?si=iImUiw6_2Qhp2t4l to watch the full My CBC video. Like a good story, this one has legs—long ones.
