Title | MAYBANKARD MANCHESTER UNITED CREDIT CARD LAUNCH EVENT |
Brand | MAYBANK & MANCHESTER UNITED |
Product / Service | CREDIT CARD |
Category | A01. Event & Field Marketing |
Entrant | INTIGUS Petaling Jaya, MALAYSIA |
Entrant Company: | INTIGUS Petaling Jaya, MALAYSIA |
Sales Promotion/Advertising Agency: | INTIGUS Petaling Jaya, MALAYSIA |
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 |
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.
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.
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.
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.