With the aim to establish HSBC Platinum as a new symbol of success which opens doors to privileges and instant recognition, the series of print, display and outdoor ads features images that are increasingly aspirational among the country‘s high net-worth consumers.
It shows a person, partly unseen, being welcomed warmly onto a luxury yacht and ski slopes. The inherent message is that the bank takes pride in giving their accomplishments the recognition they deserve.
Sabyasachi Mishra, JWT‘s CEO of Vietnam and Indochina, said, “In new and emerging consumer markets such as Vietnam, consumers very much feel that they are defined by what they buy. The rapid growth of new money in a country that embraced private enterprise just a few years ago highlights how much Vietnam has changed. Our campaign plays up that irrepressible quest of this class for social recognition and badges for their new found success.”
Phung Vuong, head of marketing of HSBC Vietnam, said the new Visa Platinum was launched this month to further affirm its leadership position in credit cards. “We are positioning our Visa Platinum as a companion for successful business executives and wealthy Vietnamese aspiring to PR their success.”