HONG KONG: Dao Heng Bank has rolled out a television commercial
using the concept of "instant gratification" for the Compass Visa Card
to pull in the twentysomething target segment in the overly-cluttered
credit card category.
Hotdog Workshop, which created the campaign, acknowledged the
positioning was aggressive, but creative consultant Ron Cheung said this
was necessary to gain attention. "Our challenge was to make the Compass
Visa Card stand out from the crowd. The answer was through a new
communication platform, pushing instant gratification - that is, people
have cash credited to their credit account upon registration as a new
card member.
"Instant is the essence that separates the brand from competitors, while
gratification represents the offer of the card, which is relevant and is
a motivating factor for the youth market."
He said the company opted to develop the concept after seeing that rival
issuers only rewarded customers for usage over a certain time
period.
The television campaign is supported by print, radio and below-the-line
promotions. It shows people not reacting to extraordinary situations in
every day life in order to dramatise the excitement of Compass Visa's
offering.
Cheung said this was a key point of difference as rival offers showed
consumer excitement as a byproduct of the cards that were
advertised.
The campaign for Dao Heng was handled as a project, however, Cheung said
the shop was looking to establish a long-term communications platform
for the brand.
