The Dao Heng Bank and Hutchison co-branded credit card has launched a
multi-media campaign and is offering a digital camera and other merchant
offers to attract new subscribers and boost usage.
Compass Visa marketing manager, Derek Choi, said an aggressive acquisition target of 10 per cent has been set this year on top of its existing base of 400,000 cardholders.
Grey Worldwide's Hong Kong office developed the latest campaign after
taking over the account following a three-way pitch early this year
against TBWA and local shop Crimson. Grey account director, Ruby Lee,
said Compass Visa was looking to rejuvenate its image and extend its
appeal deeper into the youth market, targeting the active-spending 20 to
35-age segment.
The TVC spoofs a public service police show which re-enacts crimes committed in Hong Kong, which serves as a platform for Compass Visa to outline various benefits of using the card.
Print, outdoor, POP with participating merchant stores, and direct have been used to support the television burst.
The credit card market has remained active despite the economic dip, with 2001 spending at HK$957.5 million, said Lee.
