My CBC: An app fit for beauty queens

Banks often come across as very serious to project an image of trustworthiness, strength, and reliability. Chinabank marks a significant milestone in its 104-year history with a refreshed look and a lighter take on its otherwise formal identity. Through its new digital campaign for the redesigned and improved mobile app, My CBC, Chinabank embraces humor to connect with more Filipinos and stand out in a crowded digital space.


Released in time for Mother's Day on YouTube and other social media channels, the My CBC video features the fabulous mother-daughter duo, Miss International 1979 Melanie Marquez and Miss Universe Philippines 2023 Michelle Dee. The wonderful contrast between Michelle’s elegance and Melanie’s idiosyncratic acting, plus the amusing and very relatable situation where the daughter patiently teaches her non-techy mother the wonders of digital banking, demonstrates that even in serious matters like finance, a touch of levity makes a message as memorable as a “Melanism”.

Early Mother’s Day lunch with the mother-daughter beauty queens Melanie Marquez and CBC brand ambassador Michelle Dee. With them from left to right are (standing) Jerry Tiu, Johnip Cua, CBC Chairman Hans Sy, Joseph Chua, Willy Ocier, (seated) CBC Marketing Head Aileen Vallesteros, and CBC Senior Consultant Nita Claravall.

For those not familiar, "Melanism" in the context of Melanie Marquez refers to her humorous take on English phrases which have become her trademark. The use of Melanisms in the video creatively highlights the powerful features of My CBC, including secure login through biometrics or facial recognition, digital account enrollment, and convenient fund transfers and bills payments via QR code. Although not mentioned in the video, customers can also do mobile check deposit, as well as manage their CBC deposit and credit card accounts, payees, and billers conveniently through the app.  

Through the top-notch functionalities of My CBC, Chinabank customers can harness the power of financial services from the country’s 4th largest private universal bank, without having to make frequent branch visits or to rely heavily on third party apps. Receive money, save it, manage it, transfer it, and pay bills, all with one bank, using one 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.