Compass Visa is upping its content marketing game with a new campaign using a special welcome gift SJCam WIFI Camera to create a set of three videos led by four celebrity-athletes, spanning online and print.
Developed by CMRS, each episode will invite at least two different representatives from different athletic fields to challenge the strength of another KOLs. It aims to drive audience to share a stronger affinity to the videos and making the video content go viral.
The first and second episode has unveiled and starring boxer Rex Tso (曹星如) and free style football player Lyson Sze (施寶盛). The video content was produced with SJCAM in first person view to deliver a special experience to the audience and drive sharing.
With the launch of first episode, popular sport pages such as Sportroad, Football express and football fans world were committed to support and share the video with Compass Visa page, while the third and fourth episode features former journalist Ryan Lau (柳俊江) and rock climber Lisa Cheng (鄭麗莎).
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“Instead of simply putting our resources into a video that is based on ‘selling of an acquisition gift’, which is creating the main bulk of clutter in the very competitive credit card marketing landscape - the strategy that COMPASS VISA has undertaken is one that focuses on creation of content to the video, enticing customers to view and share via Facebook or word-of-mouth sharing to give the video added reach," said Calvin Ng, head of Compass Visa.
"With this strategic focus to the video content on SJCAM, it gave us the opportunity to ‘own’ and build on the leverages of online media, instead of simply ‘renting’ it.”