Standard Chartered - Get Ready For New Heights by TBWA

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Standard Chartered, Cathay and Mastercard have launched a brand new range of Standard Chartered Cathay Mastercard Credit Cards with many offers and privileges for customers who enjoy living and travelling well

The new card series replaces the existing Standard Chartered Asia Miles Mastercard Credit Card – one of the most popular mile-earning cards in the market.

In support of the launch, a multi-platform campaign including TVC, out-of-home, print, online, social media has been developed by TBWA\Hong Kong, with media support by Carat Hong Kong and iProspect Hong Kong, featuring famous South Korea actor Song Joong-Ki, and renowned Hong Kong lyricist Wyman Wong.

With so many people craving travel, the campaign centers around the theme ‘Get Ready for New Heights’, enticing Hong Kong people to take advantage of earning more prestigious privileges and higher level of banking and travel experiences offered by the new credit card series.

The Standard Chartered Cathay Mastercard Credit Cards allow customers to earn Asia Miles faster and easier than ever. Cardholders can still earn Asia Miles directly by using banking services only from Standard Chartered. 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, Head of Strategy at TBWA\Hong Kong.

“Tapping into the booming popularity of K-dramas, we wanted to use the allure of Korea as a travel destination and enlisted the unexpected casting of Song Joong-Ki and Wyman for the campaign,” said Jan Cho, Managing Director of TBWA\Hong Kong. “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.”