ASIA-PACIFIC – HO CHI MINH CITY, VIETNAM, FEBRUARY 29, 2012: To herald the arrival of HSBC‘s Visa Platinum card in Vietnam – a rare commodity in this socialist country – JWT Vietnam has created a simple yet powerful campaign to woo the growing cadre of newly-rich in this fast-evolving market.
The series of print, display and outdoor ads show a person, partly unseen, being welcomed warmly onto a luxury yacht and onto the ski slopes, images that are increasingly aspirational among the country‘s high-net worth consumers. The invitation to take part in the platinum-level lifestyle is underscored by the tagline: "Your world is waiting"
The campaign aims to establish HSBC Platinum as a new symbol of success which opens doors to privileges and instant recognition.
The ranks of Vietnam‘s newly-rich are starting to bourgeon. According to Cap Gemini‘s 2011 Asia Pacific Wealth report, the country‘s high net worth population grew 33% in 2010. Luxury brands are expanding their presence, too.
"In new and emerging consumer markets such as Vietnam, consumers very much feel that they are defined by what they buy. The rapid growth of new money in a country that embraced private enterprise just a few years ago highlights how much Vietnam has changed. Our campaign plays up that irrepressible quest of this class for social recognition and badges for their new found success," said Sabyasachi Mishra, JWT‘s CEO of Vietnam and Indochina.
To further affirm our leadership position in credit cards, we launched Visa Platinum in Vietnam in Feb 2012, offering exclusive privileges for travel, golf, dining, beauty and luxury shopping. We are positioning our Visa Platinum as a companion for successful business executives and wealthy Vietnamese aspiring to PR their success," says Phung Vuong, HSBC Vietnam‘s head of marketing.
