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 Visa Platinum Credit (VPC) card was up against stiff competition with the card offering up to 5% cash rebate across dining, groceries and fuel. This was well below the more aggressive rewards from competitors like Citibank and OCBC.