Experience The Extraordinary HSBC
J. Walter Thompson Singapore created this integrated campaign for HSBC’s Visa Infinite Credit Card that reframes the value of luxury for discerning travelers. The campaign tells personal stories of card members’ special experiences, inspired by real accounts from a HSBC Visa Infinite’s concierge service.
The HSBC Visa Infinite card offers members unlimited access to airport VIP lounges, complimentary limousine transfers and expedited immigration clearance, exclusive shopping and dining offers - as well as access to dedicated concierge service, who can be called upon to fulfil special requests, from making flight bookings to arranging a Michelin star chef to cook for you at your ski chalet.
Positioning the Visa Infinite Credit Card as a curator of extraordinary experiences, the campaign launched on August 1 with a compelling film narrated by a HSBC Visa Infinite butler who helps a card member fulfil his father’s decades-old promise to his mother. They embark on a journey that takes him and his mother around the world and for her, back in time.
A parallel stream of content articles and event partnerships invites potential members to engage deeper with a range of curated experiences. Prospects are re-targeted with tactical communications and content on-site that show how specific card benefits enable unique, memorable experiences.
The campaign runs across print, digital, social media and a dedicated microsite created by J. Walter Thompson, and also spans activation and events.