Financial Services, Commercial Public Services, Business Products & Services

The Shortlist
CAMPAIGN
Visa The Chase
AGENCY
BBDO and Proximity China
CLIENT
Visa
BRAND
Credit Cards
DETAILS
 
Unlocking growth by using mobile to target the right consumer, at the right moment, in the right platform, coupled with the right offers.
 
By 2025, it is estimated there will be 220 million Chinese tourists traveling abroad (source: Goldman Sachs). Spending growth on VISA, however, was set to slow to only +4% in 2016 (significantly lagging behind its +37% growth in 2015) - due primarily to the dominance of Chinese-owned payment systems like China Union Pay & Alipay.
 
VISA reversed this downward trajectory by tapping into the power of mobile and location-based travel apps in influencing travellers’ spending behaviour in real time.
 
By deploying compelling mobile content which were delivered at crucial junctions along Chinese tourists’ travel journey, and seamlessly integrating these with unique merchant offers which travellers can use via the same mobile devices, the brand grew 8x FASTER in travel locations which were part of the campaign, and 4x FASTER overall than all the Chinese payment systems combined.
CAMPAIGN
ManulifeMOVE
AGENCY
PHD Hong Kong
CLIENT
Manulife International
BRAND
ManulifeMOVE
DETAILS
Manulife had a problem, to court and connect with GEN Ys where conventional Advertising failed, as they are digitally empowered! having full control of what they see, read or watch. But purposeful communication works. So we zero in on Gen Y’s cultural tension: despite desires for health living; 1 in 2 struggles to achieve 30mins of exercise weekly.

Aiming to purposefully resolve the cultural tension; we flipped Insurance’s core purpose from PROTECTIVE to PREVENTIVE with the creation of ManulifeMOVE. The 1st ever Insurance that REWARDS consumers for moving! made possible through technology. Steps detected on wearable devices synced to discounts on insurance premiums. This shaped the go-to-market strategy into one that is digitally unified, engaging and entertaining.

Success was evident with 76% of the Gen Ys finding ManulifeMOVE attractive; leapfrogging a 44% increase new business premiums.
CAMPAIGN
Going Beyond Gifts
AGENCY
Digital Arts Network
CLIENT
Mastercard
BRAND
Financial Service - Cards
DETAILS
The financial payments industry has been increasingly competitive with big global companies positioning themselves around being one-stop shops with offerings for everyone. In a market where almost every piece of communication uses the same stock images, the same deals, from the same merchant partners, contributing to a level of sameness unseen in other categories, there is a drastic need for Mastercard to break through the clutter.
 
At Mastercard, we connect with their hearts as a vital part of connecting with their wallets.

We had to first focus our efforts on identifying the highest value consumer segment to get as much bang for our buck as possible. Through studying Mastercard transaction data, we identified that young, affluent Singaporean mothers aged 25-35 are one of the fastest growing consumer segments due to their high spending power and card usage as household “power matriarchs”. Digging even deeper through their purchasing behaviour, we discovered that their spending on entertainment was a potential goldmine for us: frequent, high-value transactions that were also very high in volume occurring primarily via eCommerce platforms (Mastercard’s high growth focus area).
 
People in this nation push themselves in pursuit of the traditional “5C’s” Singaporean dream: cash, car, condo, credit card and country club. The constant pressure to achieve these standards have led to many parents in Singapore putting in long hours at work at the expense of precious family time. Mothers, especially, fall into this trap and end up buying material goods for their children to make up for the lack of time spent with them, leading to a growing social problem in Singapore where children are becoming increasingly materialistic with parents trying to fill this void with toys and gifts.

Our communications challenge was thus centered on fighting one core CONVENTION:  How can we get mothers to think beyond just shiny, new toys?
 
           
Objective 1:
Get the attention of our high-value target audience (young, working Singaporean mothers).
 
Objective 2:
Engage them in a conversation about spending more quality time with their children.
 
Objective 3:
Drive brand preference in order to increase their Mastercard usage resulting in more eCommerce transactions.
 
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