HSBC Singapore: HSBC Visa Make Family Time More Fulfilling

HSBC, a banking brand, increased penetration and sign ups for its Visa Platinum credit card in Singapore by launching a social experiment film and targeted media that showed the importance of spending quality time with your family.

Campaign Objectives & Challenges

The challenge: An undifferentiated product in a transactional category

In Singapore, the credit card category sees fierce contest with local and international banks offering similar benefits, focused on cash rebate and rewards. Communications is mechanical and calculating, using incentives and numbers-driven cash rebate to drive leads and acquisition

The credit card market is largely dominated by local banks (POSB/DBS, OCBC and UOB) both in size and perception. HSBC is a challenger brand, ranking well below the big boys in terms of market share and penetration and was not top-of-mind for Singaporean consumers shopping for cards.

The...

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