ANZ card brand takes flight over HK

HONG KONG: Australian bank ANZ has teamed up with the Hong Kong Cancer Fund to give flight to the city's first airship advertising campaign. The three-month long campaign is the latest in a series of executions to promote ANZ's Pt100 platinum Visa card. The bank will donate US$6.40 to the fund for each card application approved. ANZ's director of marketing and sales, Karen Lau, said the use of the airship introduces a "wow factor" into the marketing communications effort to sign-up 50,000 new cardholders - mainly men with an annual income of at least US$4,500 - by early next year. Lau said that the bank was "progressing well toward that target", adding: "the airship will keep the campaign momentum at the level we want". The airship, also known as a lightship because it is equipped to light up at night, is being used by ANZ because it closely matches its mission "set a new platinum standard in Hong Kong". "It (the airship) symbolises exactly what Pt100 is all about: a breakout product that delivers a distinctive and innovative customer experience for the most successful and technology-savvy people of Hong Kong," said Brian Hartzer, ANZ global cards managing director. Lau added: "As the card is new in Hong Kong, we have to do something to challenge the status quo. To do that, we need something new and unique and there are a limited number of ways to make a campaign unconventional." The campaign is supported by print advertising, entertainment activities and direct marketing. The airship belongs to Lightship Asia-Pacific, a partnership between Sir Richard Branson's Virgin Group and airship manufacturer American Blimp.

Sign In

Trouble signing in?

Reset Password: Click here

Contact Customer Support at

Customerservice@campaignasia.com