China Bank’s My CBC campaign wins top digital marketing award
Early Mother’s Day lunch with Michelle Dee and Melanie Marquez. With them from left are (standing) Jerry Tiu, Johnip Cua, CBC Chairman Hans Sy, Joseph Chua, Willy Ocier, (seated) CBC Marketing Head, and CBC Senior Consultant Nita Claravall.
China Bank’s digital marketing campaign for its redesigned mobile banking app, My CBC, was named Best Program in Digital Marketing at the 2025 Bank Marketing Awards (BMA), held on 28 November at the BSP Complex in Manila.
The winning campaign, “My CBC: An App Fit for Beauty Queens,” starred iconic mother-daughter duo Melanie Marquez, Miss International 1979, and Michelle Dee, Miss Universe Philippines 2023. The video positioned My CBC as an intuitive and empowering tool that bridges generations—made instantly viral by Marquez’s signature “Melanisms” and the pair’s natural chemistry.
Launched in May 2025 ahead of Mother’s Day, the campaign generated massive engagement, reaching over 14.1 million views across Facebook, YouTube, and Inquirer News.
The Bank Marketing Awards is a biennial recognition program of the Bank Marketing Association of the Philippines, in partnership with the Bangko Sentral ng Pilipinas, honoring excellence in marketing, branding, and digital communications within the Philippine banking industry. This year’s edition drew 54 entries from 13 banks, with China Bank emerging as one of only four awardees.
China Bank Chairman Hans T. Sy lauded the recognition, calling it a testament to the bank’s commitment to innovation, customer experience, and digital transformation. Sy noted that My CBC’s success reflects China Bank’s broader push toward modern, user-centered financial services.