Page 57 - MA2022-Souvenir-Programme

Merit Award

“HSBC EveryMile Credit Card Launch”
HSBC

The Covid pandemic has brought unprecedented challenges to all travel related industries including the travel credit card business.
At HSBC, however, every challenge presents an opportunity.

HSBC has rolled out a timely marketing campaign for its HSBC EveryMile Credit Card, redefining the meaning of travelling to
include local travel. While the target customers are still spending time domestically, the EveryMile Credit Card remains their go-to
partner in maximising the “return” on how they spend, turning their daily local commuting expenses into mileage points.
This has created the proposition of “HSBC EveryMile Credit Card, Takes You Further Every Day” – a perfect summary to
communicate the unique benefits of the card, which, as the name suggests, facilitates the earning of mileage points even through
the shortest local commute and brings you closer to your next journey with every move you make.

Amid market uncertainty where other players may hesitate, the campaign with its agile approach not only allows HSBC to help
customers prepare for future overseas trips, but it also serves as a flexible launch pad for subsequent promotions on the Card when
the city gradually recovers from the pandemic.

A marooned spaceship became the campaign’s iconic communication device, integrated across all online and offline touchpoints.
All media channels worked seamlessly together to reinforce the message and proposition, from the launch video and the
industry-first naked-eye 3D billboard to the massive installation at HSBC HQ. Customers were further encouraged to travel locally
and enter a lucky draw through a city-wide AR game to win the round-the-world trips. The synergy between all of these made
HSBC EveryMile Credit Card the talk of the town shortly after its official launch.

Comments from the Judges:
It was commended as a creative and agile campaign, which enabled HSBC to turn the threats into opportunities by filling the
gap in travel card market through excellent product design and development to maximize the earning opportunities of the card
holders and the bank.

With the accurate risk assessment and market analysis, HSBC launched the campaign quickly to take the first-mover advantages
and tap the unmet market. The ground-breaking product disrupted the travel card market with new ways to consolidate unclaimed
daily spending into points and the flexibility of point conversion beyond mileage. The bank’s widest partnership network gave
EveryMile Credit Card competitive advantage over competitors. The use of 3D naked-eye video billboards combined with visual
displays on the HSBC headquarters successfully aroused general public’s curiosity.

The campaign has strengthened the brand image, driven card spending through everyday offers and expanded its travel card
spending segment with a sustainable source of income. More importantly, the campaign helped defended HSBC’s undisputed
leadership in Hong Kong’s credit card market.

Parties to be Recognized for Contributing to the Success of the Programme:
1. Wunderman Thompson Hong Kong
2. PHD Hong Kong

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HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2022