Standard Chartered Cathay Mastercard’s campaign keeps customers ahead of the mileage game

Cathay recently introduced a brand-new awareness campaign “Earn Faster, Go Further” with exclusive offers to reinforce cardholder benefits of the co-branded Standard Chartered Cathay Mastercard and top-of-the-mind awareness amongst travel and lifestyle enthusiasts in Hong Kong.

Speed makes all the difference in acquiring mileage, and this campaign leverages this concept to showcase how customers can earn Asia Miles directly, without any extra conversion actions necessary, in an easier and faster way.

Additionally, they can enjoy “Pay Once, Earn Twice” benefit through powerful partner networks. This enables them to earn miles effortlessly in their daily spending activities, such as dining at partner restaurants or shopping online or overseas. Ultimately, this allows them to reach their dream destinations faster than others.

To seamlessly transition from awareness to consideration and conversion, Cathay strategically harnesses the expansive reach of a diverse array of media platforms, including a new thematic video with rapid, dynamic zooming camera movements that echo the campaign idea of “Earn Faster, Go Further”.

The comprehensive spread on TV, social and online channels communicate the card’s appeal effectively with different audiences. A series of out-of-home (OOH) advertisements also contribute to mass awareness with a wide reach throughout the city and position the co-branded card as the optimal method to earn miles quickly.

To support the key message, Cathay also leverages its knowledge of consumer behaviour to seize the attention of the mobile-first segment of the campaign’s target audience.

On top of the traditional hero brand video, Cathay has created a series of concise yet informative mobile- optimised vertical Shorts on YouTube, boosted on social platforms to optimise audience view-through, educate and encourage usage of the co-branded card.

Entering the conversion stage, digital and social channels are employed to sustain awareness and convert the targeted segment with lucrative offers.

Notably, Cathay’s partnership with Standard Chartered Bank has provided attractive member-get-member and welcome offers, reaching existing cardholders’ friends and family, and incentivising card applications amongst and beyond the campaign’s primary audience.

With everyone’s strong yearning for travel following the pandemic, Cathay provides a faster way of accumulating miles to stay ahead of the game, sustaining awareness with The Standard Chartered Cathay Mastercard and its exclusive offers to motivate customers to take the final step to “Earn Faster, Go Further”, enabling them to reach their desired destinations one step ahead of others.

This article is sponsored by Cathay.