StanChart HK brings in South Korean actor for big marketing push promoting new Cathay card

Last week, Standard Chartered, Cathay and Mastercard launched a brand new range of Standard Chartered Cathay Mastercard Credit Cards with many offers and privileges for customers who enjoy living and travelling well. The new card series replaces the existing Standard Chartered Asia Miles Mastercard Credit Card – one of the most popular mile-earning cards in the market.

In support of the launch, a multi-platform campaign including TVC, out-of-home, print, online, social media has been developed by TBWA\Hong Kong, with media support by Carat Hong Kong and iProspect Hong Kong, featuring famous South Korean actor Song Joong-Ki, and renowned Hong Kong lyricist Wyman Wong. The campaign, which runs until September this year, centers around the theme "Get Ready for New Heights", enticing people in Hong Kong to take advantage of earning more prestigious privileges and higher level of banking and travel experiences offered by the new credit card series.

“Tapping into the booming popularity of K-dramas, we wanted to use the allure of Korea as a travel destination and enlisted the unexpected casting of Song Joong-Ki and Wyman for the campaign,” said Jan Cho, managing director of TBWA\Hong Kong. “However, due to pandemic travel restrictions, overseas filming was no longer possible, and forced us to quickly adapt to a new way of working. I’m very proud of our team, and the production team in Korea, for working remotely and cohesively to bring this campaign to life.”

“With the pandemic delaying travel plans and creating a growing sense of wanderlust, the campaign invites people to get a head-start on their travel preparations with an elevated card experience to earn miles faster and more easily than ever,” said Terence Ling, head of strategy at TBWA\Hong Kong.