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Make Family Time More Fulfilling
Challenge In Singapore, the credit card category sees fierce competition, with local and international banks offering similar benefits focused on cash rebates and rewards. Communication is mechanical and calculating, using incentives and numbers-driven cash rebates to drive leads and acquisition. HSBC needed to move away from competing on pure transactional rewards and connect with consumers by positioning the HSBC Visa Platinum Card with a distinctive reward that our target audience, families with young kids, was looking for. Inspiration Singaporeans’ top priority is family, but they don’t have enough quality time together. Ninety-two percent of Singaporeans cite family as their top priority, even over personal health, financial stability and career. In day-to-day life, family time gets squeezed out. Singapore is known as “workaholics central”, with residents putting in the longest hours at work worldwide. Half of all Singaporeans cite long working hours as a key barrier to spending time together with family. Even when family members are physically together, they’re not really spending quality time together. Idea To address the issue, Wunderman Thompson Singapore tapped the smallest yet mightiest influencers: kids. This sparked heartfelt discussion and reflection with Singaporean parents, with an authentic social experiment film reminding parents to spend more quality time with their families despite their busy schedules. Growth 6.5 times website landings, exceeding KPI by 242% An impressive +45% YoY increase in VPC card sign-ups Exceeded KPI by 80% For the first time ever, HSBC scored number one on the Customer Recommendation Index.
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