Maybank targets the elite

Maybank has launched a campaign titled "Maybank World MasterCard". The card targets the more affluent demographic in Singapore with an annual income of SG$120,000 and above.The "Maybank World MasterCard" offers customers with 10 times rewards for every SG$1 spend at selected luxury boutiques, dining establishments and clubs. The Card also offers complimentary VIP access to the private terminal JetQuay.The local campaign runs for two months until the end of November on mediums such as print, digital and direct mail. Maybank worked with Blak Labs as its creative agency while Universal McCann handled all media duties.Both agencies have previously worked with Maybank for other card launches and campaigns.Recently the bank partnered up with History for a communications campaign to highlight the bank's latest products and enhanced services throughout the region.