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HSBC fulfills a husband’s decades old promise to wife in new ad

J. Walter Thompson Singapore has created an integrated campaign for HSBC’s Visa Infinite Credit Card that reframes the value of luxury for discerning travelers. The campaign tells personal stories of card members’ special experiences, inspired by real accounts from a HSBC Visa Infinite’s concierge service.

The HSBC Visa Infinite card offers members unlimited access to airport VIP lounges, complimentary limousine transfers and expedited immigration clearance, exclusive shopping and dining offers – as well as access to dedicated concierge service, who can be called upon to fulfil special requests, from making flight bookings to arranging a Michelin star chef to cook for you at your ski chalet.

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

Positioning the Visa Infinite Credit Card as a curator of extraordinary experiences, the campaign launched on August 1 with a compelling 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 that takes him and his mother around the world and for her, back in time.

A parallel stream of content articles and event partnerships invites potential members to engage deeper with a range of curated experiences. Prospects are re-targeted with tactical communications and content on-site that show how specific card benefits enable unique, memorable experiences.

The campaign runs across print, digital, social media and a dedicated microsite created by J. Walter Thompson, and also spans activation and events.

“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 travelers. 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,” said Eugene Kwek, Head of Marketing, Retail Banking and Wealth Management at HSBC Singapore.