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.
