HK bank plugs card's instant reward

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