Compass Visa app rewards mobile users

As banks look for new way to engage customers on mobile platforms, Compass Visa has rolled-out an application which gives users easier way to redeem Compass Rewards.The new app, developed by NDN Hong Kong, provides more functions including checking Compass Dollar balance, easier redemption, Asia Miles redemption and access to the upcoming M-Coupon redemption, where users can redeem Compass Dollar at designated stores including Hung Fook Tong, Grove Sandwich and Da Dolce.

The new app rides off its old Compass Visa iPhone app launched in 2010, which focued mainly on providing promotional offers for Compass customers.

Bernard Chan, head of Compass Visa, said the idea of Compass Rewards app comes from its core proposition of "instant gratification".

"We want to give our ‘always on' customers more value when they use our cards, so we designed a reward system that goes beyond our instant-cash-rebate merchants, offering them an on-the-go platform to fit their lifestyle."

Chan added the new app will be the core effective channel to reach and engage customer as tailored offers can be communicated instantly and personally without time and location limits.

"With mobile marketing on a rise, the new app will be a key milestone for our marketing strategy, giving us the edge of staying competitive through innovation."

To market the new app, the bank has invited local pop star PakHo Chau to kick off a thematic TVC with one of his latest song "Let's get it right" on Cable TV, which is slated to launch soon.

In addition to the TVC, a series of print, social media and OOH TV spots will be shows throughout MTR stations, Newsline Express and on the Focus Media network. The media campaign was managed by OMD.