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Selling the Prestige of American Express

Hong Leong Bank was looking to launch Malaysia’s first-ever American Express Credit Card with a straightforward announcement campaign.

With credit cards becoming increasingly commonplace and easily accessible, consumers found it difficult to differentiate between products, each of which focused on similar tangible benefits.

 

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We bypassed the feature-laden approach of the then-current crop of credit providers and created a bold campaign that sold the product on its strongest merit; the prestige that comes with bearing the American Express name.

 

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Our campaign won international acclaim from American Express Corporate in USA for Best New Product Launch, and went on to prove that the best way to market a high-end product, is to tell it as it is.