Marketing Featured East Asia

Song Joong-Ki the face to launch new range of credit cards by Standard Chartered, Mastercard, Cathay

Hong Kong – The pandemic has prompted countries around the world to introduce travel restrictions and containment measures. However, these implementations cannot stop eager travelers to resume planning their travel preparations. 

A new range of credit cards by Standard Chartered, Cathay, and Mastercard has been launched to enable travelers to earn more prestigious privileges and enjoy a higher level of banking and travel experiences offered by the new credit card series.

A multi-platform campaign has been developed by TBWA\Hong Kong in support of the new card series – ‘Standard Chartered Cathay Mastercard Credit Cards’.

The theme of the campaign centers around ‘Get Ready for New Heights’, the over one-minute ad features famous South Korean actor Song Joong-Ki, and renowned Hong Kong lyricist Wyman Wong. It captures the actor explaining the card series’ many offers and privileges through various ads, encouraging the lyricist to plan his future banking and travel experiences.

The three new cards in the series are ‘Standard Chartered Cathay Mastercard Credit Card’, ‘Standard Chartered Cathay Mastercard Credit Card – Priority Banking’, and ‘Standard Chartered Cathay Mastercard Credit Card – Priority Private’, which recognize different banking segments. The card series replaces the existing ‘Standard Chartered Asia Miles Mastercard Credit Card’.

Cardholders can still earn Asia Miles directly by using banking services only from Standard Chartered, while Priority Banking and Priority Private cardholders can also enjoy complimentary Cathay Pacific Business Class Lounge access, priority check-in and boarding services, or limited Marco Polo Club Silver or Gold membership during the promotional period.

“With the pandemic delaying travel plans and creating a growing sense of wanderlust, the campaign invites people to get a head-start on their travel preparations with an elevated card experience to earn miles faster and more easily than ever,” said Terence Ling, the head of strategy at TBWA\Hong Kong.

Meanwhile, TBWA\Hong Kong’s Managing Director Jan Cho commented that they wanted to tap into the booming popularity of K-dramas, and use the allure of Korea as a travel destination.

“However, due to pandemic travel restrictions, overseas filming was no longer possible, and forced us to quickly adapt to a new way of working. I’m very proud of our team, and the production team in Korea, for working remotely and cohesively to bring this campaign to life,” said Cho.

Developed together with media support by Carat Hong Kong and iProspect Hong Kong, the campaign includes TVC, out-of-home, and print, as well as online, and social media.