CCB Life Brand Upgrade Integrated Marketing Project

宋玥, 赵立华, 杜亚敏

CCB Life is an APP under China Construction Bank that focuses on local life services.

Case details

Brand: CCB Life

Brand owner: China Construction Bank (CCB)

Main agency: Beijing Tianyukong

Main agency holding group: Guangdong INSIGHT Brand Marketing Group Co., Ltd.

Launched in: Mainland China

Industry: Finance

Media channels:

Budget: 6-8 million

Case Summary

China Construction Bank’s APP focusing on local life services, CCB Life, has been providing services nationwide, and the number of registered users exceeded 100 million by the end of 2022.

At this important juncture, CCB Life wants to reintroduce itself to users, establish a new brand mindset, become a "builder of a...

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