The credit firm chose TBWA/Korea over Phoenix, White & Owall, and incumbent Wel Communications. The campaign will begin this May. TBWA/Korea creative director Een-Seok Kim said: "We beat our competitors due to the strength of our marketing strategy and our creative thinking. We presented some strong ideas to the client."
TBWA/Korea's campaign will focus on the card's image among 20- and 30-something consumers, and the discounts available through its Auto Point scheme. Hyundai Card runs fourth in a fierce credit card market, trailing LG Card, BC Card and Samsung Card. But it has the advantage of being part of Korea's largest auto maker.
The Auto Point scheme is similar to air miles. It lets shoppers build up "points" to use against the cost of a new car. Both the Kia and Hyundai brands fall under the Hyundai group. Korea's largest-and just about only-car maker hopes to bring forward purchases with this point scheme.