Campaign Objectives & Challenges

Challenge

Our card acquisition suffered as a result of ruthless competition, a saturated market and an out-competed product.

Context

With over 20 million in circulation, every Hong Kong adult has more than four credit cards on average. Market growth has decelerated for seven straight years, falling to 1.1 % — a sixth of what it was in 20111. 'Wallets are reaching full capacity' in this saturated market.

Without the benefit of category growth, banks fight each other over the same cardholders. They resort to desperate acquisition tactics, such as deploying aggressive street agents to solicit random pedestrians.

Standard Chartered refuses such kind of activity. Established in 1859, it is Hong Kong's oldest bank with a high ethical standard. It strives to be 'Here for Good'.