HSBC courts Singapore’s sophisticated classes with ’emotionally-resonant experiences’

International bank HSBC is aiming to bring “emotionally-resonant experiences” to Singapore’s affluent social spheres with an integrated campaign for its new Infinite credit card.

The card, which gives members unlimited access to airport VIP lounges, complimentary limousine transfers and immigration clearance, is targeted at people with both “sophisticated” tastes and those looking to spend on luxury experiences of “personal value” rather than just expensive possessions.

J. Walter Thompson Singapore was tasked with bringing this insight to life with a multi-platform campaign, which tells personal stories of card members’ special experiences with the service.

The campaign consists of a one-and-a-half-minute film narrated by a HSBC Visa Infinite butler, who helps a card member fulfil his father’s decades-old promise to his mother. They embark on a journey whereby he and his mother travel around the world and for her, back in time.

The campaign has run across print, digital and social media, while the agency created a microsite for HSBC to specifically promote the Infinite card. The agency also created a number of content articles and event partnerships to attract new members.

“For the sophisticated Infinite audience in Singapore, the definition of luxury is shifting from material ownership to personal meaning and experience value,” said Monica Hynds, business director at J. Walter Thompson Singapore.  “Our strategy was to elevate functional card benefits to emotionally-resonant experiences and bring it to life in an engaging integrated campaign.”

HSBC’s Singapore’s head of marketing, retail banking and wealth management Eugene Kwek added: “From the moment the idea of travel is seeded to the point where the journey ends, HSBC Visa Infinite cardholders will enjoy a seamless, fuss-free experience by tapping on our exclusive card benefits that are specially catered to sophisticated travellers.

“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.”



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