Fubon Bank taps into younger audience with new credit card

Fubon Bank (Hong Kong) has unveiled the "Fubon iN VISA Platinum Card", a next-generation credit card designed to meet the evolving lifestyles and financial needs of young consumers.

Combining attractive cashback rewards, exclusive lifestyle privileges, and stylish card designs, this product underscores Fubon Bank’s commitment to driving sustainable growth by expanding and rejuvenating its customer base.

The Fubon iN VISA Platinum Card is strategically crafted to resonate with digitally savvy, experience-driven consumers aged between 18 and 35, who prioritise individuality, convenience, and lifestyle rewards. It offers tailored benefits such as a simplified application process with income-proof exemption for full-time university/ tertiary students, three-year annual fee waiver, high cashback rewards of up to 8%, and exclusive entertainment privileges, said a Fubon spokesperson in conversation with MARKETING-INTERACTIVE.

"We aim to empower this demographic by offering them a credit card that does not require salary proof (applicable to full time university student only) and rewarding them generously for their online spending through higher cash rebates. Our goal is to support their lifestyle while providing flexibility and value.

To promote the newly launched credit card, registered customers can enjoy the priority booking of Taiwanese singer Eric Chou's upcoming Hong Kong show from 20 to 21 October.

The spokesperson said the bank believes that the concert economy can help boost local consumption as events such as concerts create excitement and drive spending across various sectors, such as dining and retail. "In the context of shrinking marketing budget, leveraging these arts and cultural experiences can effectively engage young consumers and stimulate economic activities."

A short video ad on social media has also been launched, featuring two "Fubon Angels", 慈妹 and 秀秀子 using the new credit card to access the priority booking of Chou's concert in Hong Kong.

In terms of marketing strategies, the new card provides the bank's target customers with attractive promotional offers and rewards based on their demographics and preferences, in particular the unique feature of our welcome offer which enables customers to maximise their rewards and benefits.

"Unlike many other banks that require customers to select their preferred welcome offer, Fubon iN VISA Platinum Card provides customers with a wide range of welcome offers – cash rebate, a Moleskine notebook, entry into lucky draw for Eric Chou Concert tickets, and priority booking for Eric Chou Concert – upon successful approval and meeting spending requirements," added the spokesperson.

"We put emphasis on convenience and value, appealing directly to our target audience. In addition, we also utilise OOH, digital marketing, social media, and influencer partnerships to maximise outreach."

To boost visibility, the bank has partnered with media agency OMD Hong Kong to execute a multi-channel promotion. This includes 4-sheet and 12-sheet MTR advertisements, bus exterior placements, digital ads on the ViuTV app, social media posts, and an LED display at Fubon Bank Building in Central.

Meanwhile, consumers who apply for Fubon iN VISA Platinum Card can participate in the “Fubon iN Card Lucky Draw” and win two HK$1,280 tickets of “Eric Chou Odyssey World Tour 2025 Returns – Hong Kong”, a total of 10 winners.

Carmen Yip, executive vice president and head of retail banking group of Fubon Bank (Hong Kong), said: "The Fubon iN VISA Platinum Card embodies our dedication to innovation and customer-centricity. By blending competitive rewards with designs that reflect the dynamism of youth culture, we aim to empower young adults in their financial and lifestyle journeys. This launch is just the beginning - we will continue to evolve our offerings to stay ahead of our customers’ expectations. Moving forward, Fubon Bank will further leverage our market expertise to deliver innovative financial solutions tailored to the digital generation."

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