HSBC × MASTERCARD: TRAVEL ONE CARD LAUNCH

THE Challenge

Launch a new instant flight-and-hotel redemption credit card for high-net-worth travellers and convince an audience that already holds multiple travel cards to want this one.

THE CONcept

Unlock a World of Travel Freedom. Three large-scale, immersive launch events designed to inspire media, KOLs and VIPs to entice travel lovers to sign up.

THE EXPERIENCE

Three launch events in 9 days across Singapore, Malaysia and Vietnan, designed and built in 12 weeks.
A keyhole-shaped tunnel entrance opening into a lush jungle setting with a working swing.
A 20x12ft multi-sensory infinity room transporting guests to global destinations, including Iceland’s black-sand beaches and the lavender fields in Provence, with sight, sound and scent calibrated to each destination.
A live polling wall capturing what mass-affluent travellers actually desire from a card.
Sustainable, vegan-friendly personalised holographic luggage tags as the keepsake.

THE Results

42 influencers and 30 media engaged with a combined following of 17M.
3M+ target audience reached. 1M+ engagement generated.
8x above-average daily visits to the Travel One product page.
88% increase in card applications per day.
40% YoY card acquisition increase.
Positive ROI.

INVOLVE® ELEMENTS

Travel is a sensory memory before it’s a financial decision. We sold the card by selling the feeling. A swing in a jungle, scent of lavender, the sound of Korean drums, that triggered the dopamine and reward associations that travel itself triggers. If you would like to discuss how to trigger dopamine at your next experience.