MAYBANKARD MANCHESTER UNITED CREDIT CARD LAUNCH EVENT

TitleMAYBANKARD MANCHESTER UNITED CREDIT CARD LAUNCH EVENT
BrandMAYBANK & MANCHESTER UNITED
Product / ServiceCREDIT CARD
CategoryA01. Event & Field Marketing
EntrantINTIGUS Petaling Jaya, MALAYSIA
Entrant Company:INTIGUS Petaling Jaya, MALAYSIA
Sales Promotion/Advertising Agency:INTIGUS Petaling Jaya, MALAYSIA

Credits

Name Company Position
Peter Chan Intigus Sdn Bhd Creative Director
Tan Li Ming Intigus Sdn Bhd Partners
Paul Low Intigus Sdn Bhd Brand Director
Ting Tai Foon Intigus Sdn Bhd Art Director
Nea Sonia Intigus Sdn Bhd Copywriter
Rashidah Intigus Sdn Bhd Brand Executive

The Brief

In the crowded credit card environment, Maybank, the leading bank in Malaysia, was looking for unique ways to connect with its target cardholders. An avenue was through football, a sport that rocks the nation and, more precisely Manchester United, the club that has 4.2 million fans in Malaysia. This was an opportunity to reach out to a new base and reward card members through never-before rewards. The challenge was to launch a holistic campaign for the 3 variety of cards (Credit, Debit and Prepaid), while sustaining excitement and reinforcing Maybank's stance as the card leader in Malaysia.

Describe how the promotion developed from concept to implementation

2 giants came together to position it as the Card of Champions with first time benefits - 5X reward points whenever Manchester United wins and tickets to Old Trafford, offering fans a taste of adrenaline - running through a replica of the Old Trafford tunnel, riding an open-top double decker bus ala Manchester United Trophy Parade, meet a legend and hoist the Premier League Trophy. Developed in 3 phases: (1) Facebook Teaser Video (2) Recruiting fans for the launch (3) Rallying fans at the venue; he same time as Standard Chartered, global sponsor for Liverpool was aggressive with their promotions.

Describe the success of the promotion with both client and consumer including some quantifiable results

The launch event was the talk of town and generated over USD750,000 worth of media coverage with reports in all leading newspapers, TV and radio. On launch day itself, 2,000 cards were registered and more than 100,000 Manchester United co-brand cards were issued in less than 2 months after launch, which is the best record by far in any country. The initial forecast was 50,000 cards over a 12-month period.

Explain why the method of promotion was most relevant to the product or service

The launch event breathed life and positioned the card as a bridge that brought fans closer to their Champions. It wasn't just a co-brand card - it was a badge of loyalty, exclusive privileges and a ticket to all things Man Utd where fans could see, touch, and feel the euphoria. It opened a gateway for fans to travel to Old Trafford to watch players training in Carrington. Capturing the spirit of celebration, local Man Utd fan clubs came together in one event, making it as one of the largest gathering of fans from multiple fan clubs in Malaysia.