HSBC has launched an integrated campaign together with creative agency J. Walter Thompson Singapore. This is for its Visa Infinite Credit Card which aims to “reframe the value of luxury” for discerning travellers.
The campaign looks to tell the personal stories of HSBC card members, inspired by real accounts from HSBC’s Visa Infinite concierge service. It runs across print, digital, social media, a dedicated microsite and also spans activation and events.
Following the campaign launch was the release of a film narrated from the point of view of a HSBC Visa Infinite butler. In the spot, the butler helps a card member fulfill his father’s decades-old promise to his mother. This resulted in a journey which takes his mother and him around the world, and for her, back in time. The spot garnered over 25,000 views at the time of writing.
The campaign also involves a stream of content articles and event partnerships which also target potential members. This involves the re-targeting of prospects with tactical communications and content on-site which show how specific card benefits can enable unique, memorable experiences.
“This integrated campaign illustrates how HSBC understands our customers and is able to conceptualise banking products and solutions which help bring them closer to their personal aspirations or fulfilling their loved ones’ promise,” Eugene Kwek, head of marketing, retail banking and wealth management at HSBC Singapore, said.
“For the sophisticated Infinite audience in Singapore, the definition of luxury is shifting from material ownership to personal meaning and experience value. Our strategy was to elevate functional card benefits to emotionally-resonant experiences and bring it to life in an engaging integrated campaign,” Monica Hynds, business director at J. Walter Thompson Singapore, said.