OREANDA-NEWS. June 10, 2011. The Bank of East Asia (“BEA”) announces that it has received a “Citation for Excellence - Finance & Investment Category” as part of the “TVB Most Popular TV Commercial Awards 2011” for the “Bedtime Story” commercial produced for the Bank’s branding campaign launched in May 2010, reported the press-centre of BEA.

This is the second consecutive year that BEA has been recognised by TVB for its creative television commercials. Mr. Tong Hon-shing, Deputy Chief Executive & Chief Operating Officer of BEA, and Mr. James Zi, Director of TheTank, received the citation on behalf of the Bank and its advertising agency, respectively at a ceremony hosted by TVB earlier.

“Bedtime Story” is one of the two commercials launched in 2010 as part of BEA’s “Extending Your Reach” branding campaign. The commercials were designed to reflect the Bank’s dedication to its customers and commitment to helping people realize their dreams. The winning commercial features a Hong Kong father who is working late at night in his office in Mainland China. Despite his distance from his daughter, the father manages to take time out to read her a bedtime story via video call. A judging panel comprising creative experts in Hong Kong’s advertising, production, and marketing fields selected the finalists in all categories. BEA’s commercial was recognised for its overall creativity and effectiveness in delivering its message.

“We are honoured that TVB has recognised the creativity of our television advertising for a second consecutive year,” said Mr. Tong. “Through the ‘Bedtime Story’ commercial, we want to deliver the message that BEA stands by its customers, wherever they are, giving them the support they need to grow their business and achieve success. We encourage customers and anyone else who has enjoyed our commercial to visit the award website, and show their support by voting for BEA,” he added.

Organised by TVB each year, the “TVB Most Popular TV Commercial Awards” are designed to recognise the companies and agencies which create the most successful TV commercials in Hong Kong. BEA is a contender for “TVB Most Popular TV Commercial Awards 2011” in the Finance & Investment category. The Bank’s TV commercial has already been uploaded to the award website tvcawards.tvb.com, along with those of the other finalists. There will be a public vote, running from 3rd June to 26th June, 2011, to decide the overall winner.