Kids tell parents that family time is the best reward in campaign via JWT Singapore for HSBC

HSBC.jpgIn a refreshing change from tactical credit card advertising, HSBC Singapore reminds parents to spend more family time together despite their busy schedules. This touching and heart-warming new work for HSBC Visa Platinum Credit Cards, is their latest campaign from J. Walter Thompson Singapore.

With Singaporeans working the longest hours in the world, according to Morgan McKinsey's Working Hours Survey, parent couples were asked what they'd most like to do if they didn't have to work tomorrow. Their responses, ranging from sleep, quiet time and closet reorganization, were in stark contrast to those of their children - who were interviewed separately. The kids mentioned that most of all they'd like to spend quality time together, going to zoo or catching a movie but their parents were often distracted by their phone or computer. Visibly moved by their children's responses, the parents promised to spend more quality family time together in the future.

HSBC2.jpgHSBC3.jpgBuilding on these insights, the integrated campaign takes an emotionally-driven approach using a social experiment film to tug at heartstrings and showcase the new range of family-centric benefits offered by the refreshed HSBC Visa Platinum Credit Card that encourages quality family time together.

Positioned as a family card with simplified cash rebate offerings and unique rewards around kids and other family perks, the HSBC Visa Platinum Credit Card encourages us to make family time more fulfilling by leveraging on the card's new family-friendly card benefits - 5% cash rebate on everyday spend categories (dining, groceries and fuel) and kids enjoy for free offers along with other family deals.

Running across multiple media touchpoints, including press, taxis, cinema ads, OOH and social/digital, the campaign microsite - went live from 9 November 2018 to coincide with the Singapore school holidays and runs till January 2019.

Eugene Kwek, Head of Marketing - Brand, Retail Banking and Wealth Management said, "We wanted to adopt a fresh approach to the launch of our refreshed HSBC Visa Platinum Credit Card which now delivers even more family-friendly rebates and offers.  With this card, we hope to make it even easier for families to spend quality time together and get rewarded for creating more great memories that they can cherish."

Jon Loke, Executive Creative Director at JWT Singapore said, "Family time has become more precious these days especially with so many people in Singapore working long hours. Through this campaign, we hope to spark a conversation with every parent on how family time is being spent, and how it could be even better, together."

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J.O.G said:

From the look of this, it is good business for WPP and their clients to merge JWT, Ogilvy and Grey together since they produce the same type of work for similar type of clients with similarly forgettable type of work.

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