HSBC Singapore is reminding parents to spend more family time together despite their busy schedules with new work for HSBC Visa Platinum Credit Cards. The latest campaign working in collaboration with J. Walter Thompson Singapore, shows that Singaporeans work the longest hours in the world (according to Morgan McKinsey’s Working Hours Survey). Parent couples were asked what they’d most like to do if they didn’t have to work tomorrow.
Their responses, ranging from sleep, quiet time and closet reorganisation, were in stark contrast to those of their children – who were interviewed separately. The kids mentioned that most of all they’d like to spend quality time together, going to zoo or catching a movie but their parents were often distracted by their phone or computer. Visibly moved by their children’s responses, the parents promised to spend more quality family time together in the future.
Building on these insights, the integrated campaign takes an emotionally-driven approach using a social experiment film to tug at heartstrings and showcase the new range of family-centric benefits offered by the refreshed HSBC Visa Platinum Credit Card that encourages quality family time together.
Positioned as a family card with simplified cash rebate offerings and unique rewards around kids and other family perks, the HSBC Visa Platinum Credit Card encourages us to make family time more fulfilling by leveraging on the card’s new family-friendly card benefits - 5% cash rebate on everyday spend categories (dining, groceries and fuel) and kids enjoy for free offers along with other family deals. Running across multiple media touchpoints, including press, taxis, cinema ads, OOH and social/digital, the campaign microsite went live from 9 November 2018 to coincide with the Singapore school holidays and runs until January 2019.
Eugene Kwek, head of marketing – brand, retail banking and Wealth Management said, “We wanted to adopt a fresh approach to the launch of our refreshed HSBC Visa Platinum Credit Card which now delivers even more family-friendly rebates and offers. With this card, we hope to make it even easier for families to spend quality time together and get rewarded for creating more great memories that they can cherish.”
Adding on, Jon Loke, executive creative director at JWT Singapore said, “Family time has become more precious these days especially with so many people in Singapore working long hours. Through this campaign, we hope to spark a conversation with every parent on how family time is being spent, and how it could be even better, together.”