Chinabank’s ‘My CBC’ campaign wins Best Program in Digital Marketing
CHINABANK Corporation chairman Hans Sy (standing, third from left) comes to Early Mother’s Day lunch with Michelle Dee and Melanie Marquez (seated, second and third from left). Also with Mr. Sy are (standing, from left) Jerry Tiu, Johnip Cua, Joseph Chua, and Willy Ocier. Also in the photo: CBC marketing head and CBC senior consultant Nita Claravall.
Photograph courtesy of Chinabank
Chinabank's digital campaign for its redesigned mobile app was named Best Program in Digital Marketing at the 2025 Bank Marketing Awards, held on 28 November at the BSP Complex in Manila.
The winning campaign, “My CBC: An App Fit for Beauty Queens,” which features iconic mother-daughter duo Melanie Marquez (Miss International 1979) and Michelle Dee (Miss Universe Philippines 2023), is positioned as an intuitive tool for connection and empowerment across generations.
Mom and daughter bonding
The video showcases the authentic bond between mother and daughter, made more memorable and shareable by Marquez’s “Melanisms.”
Launched in May 2025 in time for Mother's Day, the My CBC campaign generated immense social media engagement and viral buzz, with over 14.1 million views on Facebook, YouTube and Inquirer News.
BMA biennial event
The Bank Marketing Awards (BMA) program is a biennial event of the Bank Marketing Association of the Philippines in partnership with the Bangko Sentral ng Pilipinas. It aims to recognize and celebrate outstanding marketing, branding, and communication initiatives within the Philippine banking industry.
This year's BMA received a total of 54 entries from 13 participating banks. Chinabank is one of four banks to win an award at this year’s ceremony.